It’s beginning to look a lot like Christmas! At some major retailers, the countdown to the holiday season is already on. And it’s not just winter holidays that start early – Spirit Halloween started haunting abandoned stores as early as August 1, and other brands also began stocking shelves with animatronic monsters and 12-foot skeletons around the same time.  

My grandparents were from the generation that put up the Christmas tree on Christmas Eve. Black Friday deals were once only available on Black Friday, and last-minute shopping rushes often made the news. But it feels like every year, the holidays creep in a little earlier and happen a lot faster. 

As much as I love the festive season, I can’t help but wonder: do consumers truly want to shop for holidays so far in advance, or are brands driving this shop early trend? Let’s dive in. 

The early arrival of holiday promotions is no accident. 

Retailers have strategically expanded the holiday shopping window to capture consumer attention before their competitors while spreading out revenue across multiple months.  

It appears that e-commerce and aggressive deals, such as the introduction of Cyber Monday in 2005, stretched the holiday shopping period. And in 2022, Amazon’s October “Prime Big Deal Days” seemed to create a new kickoff to the holiday shopping season. Other retailers like Walmart and Target now offer their own October deal days to compete, pushing holiday sales as early as Halloween. 

So, are consumers asking for this? It depends on who you ask.

Some shoppers appreciate the extra time to plan, budget, and avoid the December rush. Early birds can snag deals, secure popular items before they sell out, and enjoy a more relaxed holiday experience. In a time of political and financial uncertainty, thinking about the holidays offers a touch of both nostalgia and escapism. During the 2024 holiday season, more than 7 in 10 Americans (71%) said celebrating the holidays would be a welcome distraction from stress.

But not everyone is thrilled. A significant portion of consumers (62% in one 2024 survey) found it too early for stores to showcase holiday items and sales in October or earlier. Some consumers feel overwhelmed by the premature push of seasonal marketing. Seeing Christmas trees in September can dilute the magic of the season and create fatigue before the holidays even begin.

What does this mean for brands?  

Pros for early holiday promotions:  

• Lower Ad Costs: Digital ad space is less competitive in early fall. 

• More Touchpoints: Brands can run multiple campaigns, building anticipation. 

• Data Collection: Early shoppers provide insights for refining messaging and targeting later in the holiday season. 

• Inventory Control: Early demand helps forecast and manage stock levels. 

Cons to watch out for:  

• Diluted Urgency: Stretching the season can reduce the impact and excitement of traditional holiday sales. 

• Consumer Fatigue: Too many overlapping campaigns (Halloween, Thanksgiving, Christmas, Hanukkah) can confuse or annoy shoppers. 

• Missed Trends: Early promotions may miss out on late-emerging trends or viral products. 

So, what came first – consumer behavior or holiday marketing campaigns? 

In today’s retail world, brands are setting the pace, and consumers are adapting… some eagerly, others reluctantly. The key for marketers is balance. Early holidays promotions should feel like a helpful nudge, not an aggressive shove. By listening to consumer sentiment, leveraging data, and crafting thoughtful messaging, brands can maximize the benefits of the extended season without overexerting their audience. 

Happy Holidays! Almost… let’s get through Halloween first.