How do I market to last-minute shoppers?

As an e-commerce business owner, I'm struggling to capture the attention and conversions of last-minute shoppers who make purchasing decisions close to holidays, events, or shipping deadlines. These customers are often impulsive, time-sensitive, and require a different marketing approach compared to traditional shoppers. I need strategies that create urgency, provide clear value propositions, and make the buying process as frictionless as possible to maximize sales during peak shopping periods.