Get Started
DEEP DIVE

Consumers’ Attitudes and Plans for Holiday Shopping in 2023

In the past, Black Friday served as the kickoff to the holiday shopping season. But for many consumers, this is no longer the case. 

Below, we explore when consumers plan to kick off their holiday shopping planning, how that compares to years past, and how early is too early to start seeing holiday items online and in-store. 

Please note: For the purposes of this report, we define the holiday season as the time period between Thanksgiving and Christmas. 

When Consumers Will Start Planning for the Holiday Shopping Season

This year, many consumers plan to get an early start on their holiday shopping. In fact, a significant portion have ALREADY kicked their planning into high gear. 

When Consumers Plan to Start Thinking About Holiday Season Shopping This Year
July or earlier
12%
August
13%
September
23%
October
32%
November
18%
December
2%
Is This Before or After They Typically Start Thinking About Holiday Season Shopping?
Before
35%
After
7%
The same as usual
58%
Generations: Portion of Consumers Who Plan to Start Thinking About Holiday Shopping EARLIER Than Usual
Gen Z
43%
Millennials
37%
Gen X
32%
Boomers
30%
Gender: Portion of Consumers Who Plan to Start Thinking About Holiday Shopping EARLIER Than Usual
Young black male with beard in blue sweater
Men
31%
Women
36%

How Early is Too Early?

Many stores and websites start showcasing their holiday merchandise early. And many consumers are just fine with that approach.

How Early is Too Early For Stores and Websites to Showcase Holiday Items?
September 1-14
30%
September 15-3
11%
October 1-14
7%
October 15-31
16%
November 1-14
3%
November 15-30
1%
None of these dates are too early
32%
Gender: Portion of Consumers Who Say It’s Never Too Early to Showcase Holiday Items Online and In-Store
Men
25%
Women
33%

Consumers Plan to Get an Early Start on Their Holiday Shopping Plans

Black Friday is still a major shopping day. But the reality is, most consumers start to plan their holiday shopping much earlier. 

Now is the time to finalize your holiday strategy and ensure your website and brick-and-mortar stores are holiday-ready. Otherwise, you’ll miss out on the large portion of shoppers getting an early start. 

This research is taken from 2023 Holiday Shopping Trends, a survey of 18,906 US consumers during August 2023.

Check out the survey hub for further insights.
Back to Hub