According to a recent Gartner survey, 32% of consumers plan to begin holiday shopping before November, with many still cautious due to inflation and supply chain concerns. Despite a challenging economic environment, the holiday season is expected to see a mix of early shopping trends, continued growth in online shopping, and a preference for hybrid shopping behaviors, such as Buy Online, Pickup In Store (BOPIS) and curbside pickup.

1. Early Holiday Shopping Trends:

• Survey Results: 32% of consumers plan to shop for holiday gifts before November.
• Spending Behavior: 64% plan to maintain their holiday spending, while only 14% expect to spend more compared to last year.
• Inflation Concerns: Higher prices, rather than increased discretionary income, drive spending increases.

2. Shift in Marketing Strategies:

• New Holiday Shopping Calendar: Brands are pulling holiday promotions to late summer.
• Advice for CMOs: Start planning holiday campaigns in Q1 and execute in Q3 to incorporate timely consumer insights and market analysis.

3. Growth of Online Shopping:

• Online vs. In-Store: 20% of consumers plan to increase their online shopping, with concerns about in-store prices being less competitive.
• Consumer Concerns: Shoppers are worried about higher prices (40%), inventory issues (28%), and selection problems (18%) in stores.

4. Hybrid Shopping Preferences:

• Value-Added Services: 57% of consumers will use services like BOPIS, curbside pickup, or same-day delivery.
• Convenience Over Experience: Consumers are favoring the convenience and savings from hybrid shopping options over the in-store experience.

5. Extended Return Policies:

• Influence on Younger Shoppers: Over 70% of younger shoppers are more likely to purchase if extended return policies are offered, as holiday shopping shifts earlier each year.
  
  

The 2024 holiday season is set to start earlier than ever, with more consumers opting for online and hybrid shopping options. Marketers must focus on early planning, value-added services, and flexible return policies to capture consumer attention and drive holiday sales. The emphasis on convenience and cost-saving measures will continue to define consumer behavior this season.