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EMARKETER

Consumers get a head start on holiday shopping

Article by Peter Clark  |  Oct 9, 2025
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Consumers get a head start on holiday shopping
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Topics
Retail Ecommerce Sales
Consumer Behavior
Holiday & Seasonal Shopping
United States
Around Two-Thirds of Consumers Will Start Holiday Shopping Before Black Friday
E-Mail ChartDownload

Key stat: 65% of US adults plan to begin their holiday shopping before Black Friday this year, according to August data from McKinsey & Company.

Beyond the chart:

  • Some 52% of US adults say rising prices and tariffs are their top concern when buying tech products this holiday season, as noted in an August 2025 survey from CNET and YouGov.
  • Gen Z’s expected holiday spend will drop 22.5% YoY this year, the sharpest decline of any generation, according to a July 2025 report from PwC.

Use this chart: Retail marketers and ecommerce leaders should use this chart as motivation to launch promotions earlier. That could also mean rolling out early access to sales and loyalty perks, while optimizing inventory for a longer shopping runway.

Related EMARKETER reports:

Methodology: Data is from the August 2025 McKinsey report titled "ConsumerWise Global Sentiment Data" 4,000+ US adults ages 18+ were surveyed online during August 2025.

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