As the 2025 holiday season approaches, U.S. consumers are beginning their shopping earlier than in past years, driven largely by concerns about inflation and overall affordability. A recent ConsumerWise survey of over 4,000 shoppers shows that two-thirds plan to start holiday purchases before Black Friday. While total spending is expected to remain similar to previous years, shoppers are prioritizing essentials and practical gifts, with gift cards and groceries among the top planned purchases.
Retailers are seeing shifts in consumer behavior, including trading down to lower-priced items, selecting smaller pack sizes, or choosing discount channels. Millennials, in particular, are leading the early shopping trend, while lower-income households show some pullback in spending.
For retailers and consumer packaged goods companies, these trends highlight the importance of offering clear value, well-timed promotions, and personalized experiences. Early merchandising, targeted promotions, and operational readiness are key, as shoppers are researching and purchasing months ahead. While Black Friday remains significant, the season’s sales momentum is spreading across the months leading up to it, making strategic planning essential to meet evolving consumer preferences.
