New consumer‑survey data released on November 21, 2025, reveal that a growing number of U.S. shoppers are moving their holiday purchasing decisions into earlier phases of the season, emphasizing value, timing and digital convenience. According to research from firms such as Drive Research and McKinsey, more than half of adults in the U.S. reported that they had already started holiday shopping by October, with large portions citing “finding the best price or promotion” as the key driver for when they buy.
Consumers’ motivation to secure bargains early reflects broader shifts in sentiment and behaviour. Economic uncertainty, inflation‑driven price worries and concerns about tariffs are prompting shoppers to act proactively rather than wait for traditional late‑November sales events. For example, McKinsey’s ConsumerWise survey found that a sizable majority of respondents said they would begin shopping well ahead of the typical kickoff period and were planning purchases with affordability in mind. The Drive Research survey shows that 71 % of respondents are already planning to make their Black Friday purchases online—a sign that the horizon for peak buying is expanding both in time and channel.
The implications for retailers are significant. With so many shoppers entering the holiday season earlier, brands and stores are under pressure to launch compelling promotions ahead of the typical sales calendar, optimise online and mobile channels and clearly communicate savings to capture early‑decision buyers. Research shows that free‑shipping offers, price‑drop alerts and digital deals are gaining prominence: shoppers weigh price more heavily than speed of delivery or other conveniences when making deal‑driven purchases.
Retailers are also responding to the evolving pattern. Many are extending promotional periods, launching “early access” sale events and emphasising omnichannel strategies that permit consumers to browse online, purchase via mobile and pick up in‑store—or vice‑versa. According to Deloitte’s 2025 Holiday Retail Survey, 77 % of shoppers expect higher prices this season and over half anticipate a weaker economy in the next six months, underscoring how value‑seeking is reshaping the season’s dynamics. Marketing plans are refining segmentation, with younger shoppers especially targeted via social media influencer‑led offers, AI‑driven product discovery and mobile‑first interface designs.
From the consumer perspective, early shopping offers multiple benefits. By buying sooner rather than later, shoppers can lock in promotions, avoid last‑minute inventory shortfalls, and spread spending across a longer window—helping budget‑conscious households manage cost pressures. Some report feeling less rushed, more in control of choices and more strategic about gift‑selection and pricing.
Nevertheless, the early move also introduces new challenges. With deals pushed forward, the margin for retailers may shrink and marketing noise increases. Some shoppers report feeling overwhelmed by the volume of offers and the speed with which limited‑time promotions expire or change. In the drive to launch earlier, retailers risk diluting the sense of urgency traditionally associated with flagship sales days like Black Friday and Cyber Monday.
Overall, the 2025 holiday shopping season appears to be characterised by value‑driven purchase timing, strong digital channel focus and advanced planning by consumers. For retailers and brands that align with these patterns—optimising early deal offers, emphasising mobile convenience and communicating savings clearly—there are opportunities for capture. For consumers, the takeaway is clear: the bargain hunt has already begun, and acting early may pay off.
