Retail stores started stocking their shelves with holiday goods noticeably earlier this year. For example, social media posts show that Christmas goods at housewares and crafting store Hobby Lobby appeared as early as May. Walmart released its “Top Toys List” on September 9. At my local Costco, I noticed holiday products available as early as August.
According to CBS, “Discounted pricing once reserved for Black Friday and Cyber Monday is now going into effect in early October.” For example, Amazon Prime held its Big Deal Days on October 8 and 9, and Wayfair hosted its seasonal sales event, Way Day, the week of October 5.
Holiday creep isn’t a new trend. But consumers notice that merchandise and decor seem to be on display even earlier than normal. Here are a few reasons why:
- Fears of shipping delays
Reuters reported in August that U.S. retailers rushed to import holiday goods over the summer because companies were worried about the port strike and ongoing shipping disruptions from attacks in the Red Sea.
U.S. container imports in July were up 16.8% from last year. Jonathan Gold, the National Retail Federation’s (NRF) Vice President for Supply Chain and Customs Policy, told Reuters that “Retailers don’t want to be caught back-footed.” Insufficient supply to meet demand could have triggered higher prices. Trucking visits to North American distribution centers for the top five retailers increased in June 30% over last year.
- A shortened holiday season
Thanksgiving fell late this year–November 28. Peak shopping season, which occurs between Thanksgiving and Christmas Eve, is shorter by up to a week. This led retailers to stock their shelves and their websites earlier than usual, hoping to capture consumer attention earlier to make up for that lost time.
- Increased competition
The holiday sales period has gradually grown longer over the years as retailers don’t want to risk missing early shoppers. During the COVID-19 pandemic, retailers started advertising Black Friday deals earlier because of potential delays, and that trend has continued. Companies also try to avoid creating crowded situations during major shopping events like Black Friday, which led to customer injuries and other negative incidents in the past.
- Inflation has impacted consumer demand – but not how you’d think.
Inflation isn’t necessarily causing consumers to shop less this holiday season. Instead, it seems many are just shopping earlier. Shopping ahead of time allows people to plan better and spread out their budget, and retailers want to capture those dollars before they’re spent on competitors’ goods.
Christmas blogs and media outlets encouraged consumers this year to save by buying earlier. The site Christmas in America, for example, said that “Christmas in July is a great opportunity to buy holiday decorations. The unofficial holiday, which falls on July 25th each year… [means consumers can take] advantage of special sales early in the year.” And Fox 32 Chicago encouraged shoppers in early October to “shop early and smart to avoid holiday debt.”
Consumers have also been more price-conscious about shipping costs even if that means slower delivery. Industry experts say folks are opting for “cheaper, slower shipping options” to save money, according to Supply Chain Brain – which necessitates purchasing earlier to receive gifts in time.
Holiday creep isn’t new, but some shoppers may feel overwhelmed by the products landing in store aisles sooner than expected. An earlier shopping season allows customers to consider their budgets carefully and plan their gifts, and it gives retailers who rely on seasonal sales time to keep prices lower for longer and compete more effectively in the market.