EAU CLAIRE, Wis. (WEAU) -- It's no surprise that jewelry stores seem to be the hang out spot for many men scrambling to find perfect last minute gifts. And local jewelers say men shopping for bling on Christmas Eve, is actually quite the tradition.
"The day before Christmas, which is the 24th, is one of the busiest days of the year, because men tend to put off the inevitable. They procrastinate until there is no time left and they still have to do it,” said Charles Lasker, the owner of Lasker Jewelers in Eau Claire.
"Like a lot of people I like to wait till the last minute, that way I know, I just have to go in, get it done all at once, and get it over with,” said Williams Diamond Center customer Terry Bowe.
But what make jewelry that perfect gift?
“It’s girl's best friend, right?” laughed Lasker Jewelers customer Benjamin Nieman.
“It's been going on for a lot of years. Jewelry always makes them happy,” laughed Bowe.
“You don't have the sizes or colors to worry about to a certain extant; it's a good last minute gift,” said Lasker.
And many men took a note of it, making it a trend.
"I guess this is more of a trend, but this is just how it works, I’m a guy,” laughed Nieman.
"We see many of the same people on Christmas Eve year after year; it's the same guys that put it off for ever and ever,” said Lasker.
But some jewelers believe that waiting untill the last minute is not always a bad thing, and some lucky ladies might even end up with a pricier gift than the one on the original wish list.
“It's spontaneous, oh let's just take care of this and make it a nice Christmas for her. They're going to get a nice gift either way, but sometimes it could work for their benefit.”
And no matter which piece bling they end up getting, men know: you can’t go wrong with jewelry.
“It's very meaningful, very emotional, and it's lasting. Better than anything you can give,” said Lasker.
Store owners also say because families usually get together for Christmas engagement ring sales are at its highest, making Christmas the most popular time of the year to be engaged.