Americans spent more than $1,000 on average during the 2024 holiday season, but this year, they are breaking old habits. With inflation, interest rates and living costs still pressing on budgets, the buying rush now kicks off as early as July. Retailers launch deals months before December, and shoppers move earlier to lock in lower prices, avoid shipping delays and skip the holiday chaos.
This post may contain affiliate link(s). As an Amazon Associate, I earn from qualifying purchases. See Disclosures.
You can make the holiday shopping season work for you by planning, comparing prices and using deal alerts to catch the best time to buy. Spreading purchases over several weeks and focusing on real discounts helps you stay on budget and skip the last-minute rush.
The 5-day shopping rush
Holiday shopping used to start in earnest during the stretch from Thanksgiving through Cyber Monday, better known as Cyber 5. Those five days pack in some of the year’s steepest discounts, driving shoppers to grab deals before the season ends.
Thanksgiving now doubles as an online shopping launchpad. Black Friday remains the biggest deal day of the year, and Small Business Saturday gives local shops and independent brands a boost. Even Sunday has become a chance for “last call” offers, keeping the momentum high until Cyber Monday wraps up the weekend with massive online sales on electronics, fashion and other big-ticket buys.
The holiday rush starts earlier
Retail’s peak season still runs through November and December, but the rush now begins much sooner. Major chains roll out October sales with deep discounts, encouraging customers to start their lists early. About 32% of shoppers begin buying gifts between July and October, turning what used to be a short window into months of steady spending.
By early November, 58% of consumers have already purchased at least one present, meaning many households head into Black Friday with part of their shopping complete. This shift has made October a key month for retailers, influencing how they plan campaigns and distribute inventory for the rest of the year.
How different generations shop
Holiday shopping habits are changing as each generation approaches the season differently. Millennials are leading the move toward earlier buying, with 37% starting before October compared with the 28% average across all shoppers. Only 11% plan to wait for Black Friday weekend to begin, though Gen Z stands out, with 17% still seeing that weekend as the traditional kickoff.
Baby boomers are opting out more than other groups, with 22% saying they don’t intend to shop for gifts this year. Among those who do, many are keeping things simple by choosing gift cards, which rank as their top planned purchase. They’re also putting more of their budgets toward groceries and food for home, showing a shift toward practicality and experiences that fit everyday life.
Midyear sales change the calendar
July has become a major sales month, with Amazon Prime Day setting the pace and rival retailers launching their own events. These promotions let brands test demand and clear older inventory before the peak season kicks in. Shoppers use the discounts for back-to-school needs, early gift buying or big-ticket replacements at lower prices.
This early activity eases pressure on peak-season inventory and shipping, giving retailers more control over supply chains. It also attracts customers who prefer to shop early and avoid the rush, lessening the burden on Black Friday and Cyber Monday to carry the bulk of holiday sales.
What’s driving early shopping
Several factors drive people to shop earlier each year. Inflation and rising prices lead many to lock in deals before costs climb, and worries about supply chains and limited inventory push retailers to stock shelves and launch promotions sooner.
Many shoppers still remember delivery delays from past holidays, prompting them to shop early to ensure gifts arrive on time. Buying ahead also gives people a sense of relief and convenience as they check off lists without the stress of last-minute crowds.
Retailers adapt to earlier demand
Retailers extend the sales calendar to match shifting consumer habits. They launch fall flash sales and October early Black Friday events to reach early buyers, and they stagger discounts to keep patrons coming back over several weeks. Limited-time offers build urgency leading up to key holidays, while category-specific deals promote electronics, home goods and other big-ticket items.
To manage the longer period, retailers schedule orders over time to avoid shipping bottlenecks and reduce out-of-stock issues. They balance in-store and online demand through pickup options and online exclusives. Social media teasers and app-only deals draw attention to these events, keeping shoppers engaged well before the traditional holiday rush.
Take control of sale season
Constant discounts are starting to wear the market out. Many shoppers are skipping promotions because of deal overload, and spending spikes are smaller when sales run too close together. Early campaigns also lose impact when buyers tune out months of nonstop marketing.
Planning helps make the most of the season without burning out. Prevent impulse purchases by creating a list of needed items before sales begin and by comparing prices across multiple retailers. Price-tracking tools and alerts make it easier to catch the right moment to buy.
Stay alert for inflated original prices that make discounts look bigger than they are. Check return policies for gifts bought weeks in advance, and watch shipping deadlines to avoid late deliveries. Stagger purchases across several months to keep budgets steady, and focus on quality over quantity to keep spending in check.
A change in holiday habits
Holiday shopping now goes beyond the five days between Thanksgiving and Cyber Monday. Early deals and shifting habits make July through November key months for buying. Retailers roll out promotions over a longer window, and shoppers spread purchases to manage costs and skip last-minute stress. The season now feels more intentional, showing that the holiday rush has been replaced by a longer, steadier approach to finding the best deals.
Jennifer Allen is a retired professional chef and long-time writer. Her work appears in dozens of publications, including MSN, Yahoo, The Washington Post and The Seattle Times. These days, she’s busy in the kitchen developing recipes and traveling the world, and you can find all her best creations at Cook What You Love.