Holiday Prep Starts Early, Survey Confirms

Research and trends from recent years indicate consumers are keeping holiday enthusiasm alive well beyond December. From the Christmas in July trend to the growing habit of putting up festive decor as early as November, the holidays are no longer confined to the final weeks of the year, and retailers are seemingly following suit.According to new data from B2B wholesale marketplace Faire, the holiday season has evolved into a much longer shopping event. Over the past two years, Faire says there hasn’t been a single day where retailers weren't searching for "Christmas" on its platform, indicating retailers are actively preparing for the holidays to meet increasing consumer demand.The initial surge in holiday-related searches on Faire began as early as mid-August this year, following a similar pattern to 2023. Comparatively, in 2022, holiday related searches didn’t truly pick up until mid-September.Faire recently surveyed hundreds of its retailer partners, which revealed that many start purchasing holiday products as soon as the prior season ends, with buying beginning as early as January and February — prepping up to a full year in advance.Holiday essentials such as ornaments and stocking stuffers are top of mind by the summer, but the bulk of holiday purchasing happens in September and October as retailers get ready for the big season and stock up on the biggest trends from the year, according to a media release on the survey findings.Consumers are also starting their holiday shopping earlier than expected. According to the survey, retailers see foot traffic or online sales for the December holiday season start in September, with a significant spike in November. Consumers Want to Shop In-Store During the HolidaysNearly 70% of the multi-channel retailers surveyed reported that the majority of their holiday sales come from in-store purchases. While online shopping offers convenience, consumers still seem to crave the in-person experience, such as browsing items, getting gift ideas from associates or the festive atmosphere that a physical store brings.[Also Read: E-Commerce Study Finds In-Store Shopping Sentiment Up]Many retailers are planning extra perks for in-store shoppers. According to the survey, this year independent retailers will offer:In-store events, such as holiday markets, DIY workshops and other special celebrations.Special sales and discounts, including Black Friday and Cyber Monday promotions.Free gifts with purchases.Free gift wrapping.Limited-edition products.

Holiday Prep Starts Early, Survey Confirms

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