You spend too much, start too late, finish too soon? Katherine Harris has some advice.

Harris, 34, is an assistant professor of marketing at Babson College. It's a small business school in Wellesley, Mass., with about 1,500 undergraduates and another 1,500 students who are seeking master's degrees in business administration. U. S. News & World Report ranked Babson 32nd among the top 50 business schools in the country.

Harris, who has a doctorate in marketing, teaches a course on consumer behavior. She was discussing her research and her course last week with some consultants. The discussion led to:

The Top Ten List of Holiday Shopping Mistakes

1. Assuming the name brand is the only way to go.

"This also applies to grocery shopping for such staples as bleach, flour, salt and sugar," she said.

2. Waiting until the last minute to shop.

"There's less selection, the stress level is incredible and you have to deal with all those other procrastinators."

3. Assuming the holiday shopping season doesn't begin until after Thanksgiving.

"It starts in early January with the after-Christmas sales," she said. "Take advantage of them and put things like holiday cards, wrapping paper and generic gifts in a closet, if you have one to spare. Use it to store selected purchases during the year when they are on sale."

4. Not sticking to a list.

"People who complete their list have to avoid the temptation of buying 'just one more gift' for Uncle Bob or Aunt Susie," Harris said. She said she is shopping for 14 people, including her "significant other." She started looking in January and will stick to the list "because that's what it's for."

5.Two words: credit cards.

"The high interest rates credit card companies charge is only half of the problem," she said. "The other half is that too many people don't consider credit cards to be real money. If they paid cash, they would spend less because they literally would feel the money leaving their purse or wallet."

6. Trying to buy affection with expensive gifts.

"Small and sentimental is just as good, if not better, than big and expensive. When you hear the people on your holiday list say things during the year like 'I wish,' 'I like' or 'I really love,' write it down and then watch for it."

7. Bringing along the kids and/or spouse.

"Studies show women shop longer when they are by themselves or with another woman. If they bring their children, they worry about keeping them under control. If they bring their spouses, they worry about them becoming bored.

"By the way, men don't shop. They buy."

8. Not having "generic" presents stuck away for emergencies.

Harris said it's a good idea to have gifts like bottles of wine on hand for that neighbor down the street who shows up with an "out of the blue" gift. She said her emergency gifts include wine, candy jars and nongender-specific items for children.

9. Believing the sales signs in stores.

"They aren't true," she said. "Those signs are there to get you into the store. The so-called sale items carry regular price tags. By the way, if a store is offering a two items for this price or 10 items for that price, buy only what you need. Don't be fooled by phony limits on quantity."

10. Letting the stress of shopping get in the way of the holidays.

"The holidays are no fun if you are stressed out," she said.

So what kind of shopper is Harris?

"I'm cheap," she said. "I don't know what else to say."

How about consumer savvy?