Daine Karl G. Albarracin | Allyson Lee G. Botobara | Ehlayza Claire D. Datul | Princess Nelizah T. Gamit | Jaden Thea T. Laboriante | Isaiah A. Samson | Jexel Jerkin Pedrosa |
May 05, 2026
The growth of e-commerce has led online retailers to use flash deal promotions with countdown timers to create urgency and influence consumer behavior in online shopping. This study examines the influence of countdown timers on consumers’ purchase urgency and cart abandonment behavior during flash deal promotions. Data were collected through an online survey administered to consumers aged 18 and above who have experience with flash deal promotions. Using descriptive statistics, the intensity of countdown timers, purchase urgency, and cart abandonment behaviors of consumers were analyzed. Meanwhile, linear regression was used to determine the influence of countdown timers on consumers’ purchase urgency and cart abandonment during flash deal promotions. The findings indicate that countdown timers make consumers more engaged and are effective in creating time pressure during promotions, significantly increasing purchase urgency and reducing cart abandonment, with a stronger effect on purchase urgency than on cart abandonment. This study concludes that countdown timers can influence purchase urgency, while their effect on preventing cart abandonment varies among consumers, providing practical insights for online retailers to strategically integrate time-sensitive campaigns, encourage faster checkout, and implement measures such as reminders and streamlined processes to reduce cart abandonment.