Key stat: 27% of UK and US adults plan to start buying holiday gifts as early as October, according to an April 2024 survey from Salsify.

Beyond the chart:

• Amazon has encouraged early holiday shopping behavior with the launch of Prime Big Deal Days, formerly known as the Prime Early Access sale. In October 2023, consumers spent $5.90 billion during the sales event.
• Cyber Five is still a draw for shoppers looking for seasonal deals, with 62% planning to shop on Black Friday, per Salsify.
• Cyber Five’s share of total ecommerce sales has dipped from the 20.0% peak it hit in 2019. This year, we forecast Cyber Five to make up 15.7% of holiday ecommerce sales, bringing in a total of $42.66 billion in the US.
• US holiday retail and ecommerce sales will total $1.372 trillion this year, according to our February 2024 forecast.

Use this chart to:

• Develop seasonal merchandising and marketing strategies that span October through December.
• Initiate pre-holiday deals to attract early shoppers.
• Understand holiday shopping behaviors.

More like this:

• Holiday season ecommerce spending hasn’t gotten much earlier, study shows
• Deep discounting, mcommerce remain keys to holiday season success
• 5 key stats on holiday retail: Shoppers start early, spend on mobile, and rely on buy now, pay later
• Retailers stocked up for the holidays earlier than usual this year, which could lead to challenges ahead

Methodology: Data is from the June 2024 Salsify report titled "2024 Holiday Consumer Research." 1,026 UK and US adults ages 18+ were surveyed online via SurveyMonkey during April 22, 2024.