Every year, we start seeing holiday sales earlier and earlier. And every year, we complain that it’s way too early for Christmas ads. So why does it keep happening? As much as consumers claim to hate it, from a business perspective, early advertising for the holidays actually works. 20% of consumers have already started buying gifts in September, and 40% by Halloween. A survey last season asked American adults how they felt about this.
Of those surveyed, two thirds had already seen Christmas displays by September, and one third said it drove them crazy. However, the same percent of people claimed to enjoy seeing early signs of the season, reporting that it puts them in a good mood and gives them helpful gift-buying ideas. Broken down by age, the people most likely to enjoy the holidays months in advance are those under the age of 45, and with lower household incomes -- perhaps appreciating the chance to budget holiday spending over a longer period of time.
It's also not surprising that adults with children in their households like seeing these premature holiday commercials significantly more than those without. The simple fact is that Christmas is the busiest shopping season of the year. Spreading it out over a few months just makes sense -- for the retailer sakes and your own.