Consumers Start Holiday Shopping Earlier: Survey

Project44 releases The State of Consumer Holiday Shopping 2024, providing insight on consumer sentiment and habits as the peak holiday shopping season approaches. Over 1,300 consumers across the globe shared their holiday shipping and sustainability preferences.

The results suggest that the "holiday creep" phenomenon – where retailers stock holiday merchandise earlier each year – may be driven by a shift in consumer shopping preferences. In 2024, 68% of consumers plan to do their holiday and gift shopping before the traditional holiday season (mid-November to December). With peak season starting early, retailers need to meet consumer demands and expectations sooner.

"We're seeing consumers shift their buying and sustainability habits when it comes to their holiday shopping," says Carson Krieg, director of Global Alliances at project44. "Shopping for gifts before peak season can help shoppers save money, lower carbon emissions and limit delayed shipping headaches. In 2024, retailers prioritizing reliable shipping and reducing carbon emissions will have a competitive advantage over brands that don't."

Key Takeaways:

• Consumers top concern was retailers increasing free shipping thresholds or eliminating free shipping entirely (25%), followed by shipping costs being higher than last year (18%).
• 40% of consumers said prices of goods being higher than last year is a top concern as they start their holiday shopping.
• A majority of consumers (53%) said they would not pay higher prices to guarantee a purchase arrives in time for the holidays.

• 65% of consumers plan to prioritize brands that demonstrate a commitment to sustainability or want to support brands that demonstrate a commitment to sustainability if the cost isn't prohibitive.
• 51% of consumers plan to shop farther ahead and opt for a slower delivery method to help reduce their carbon footprint.

• 58% of consumers say they're unlikely to shop at a retailer who missed their promised delivery date.