Great shoppers overview from Adweek, reviewing the four types of shoppers and how to approach them. As a marketer that always considers resources I would place my efforts on last minute shoppers which are most common. Of course, the consistent shoppers are always on the efforts list.
The other two: deal hunters and early birds are too difficult to catch. I would not place any efforts there, from experience.
So waiting for this holiday season! 🎄