Men shop at 5 p.m. on Christmas Eve. Women shop at 5 a.m. the day after Thanksgiving " for next year's holiday season.
Why do women feel compelled to buy gifts for a seemingly endless list of family, friends, colleagues and the mail carrier? Finding the perfect gift or the hot toy of the season can become the focus of women's lives during the holidays, often with an emotional price tag higher than January credit card balances.
Laurel Graham, sociology professor at the University of South Florida, is an expert on consumer culture and has conducted research on women's consumer behavior. In a society focused on material items, Graham offers tips on alternative gift strategies and ways to avoid wasteful holiday gift giving.
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