Holiday shoppers are expected to get an earlier start this year, while also searching for more deals and discounts.
A new report from performance marketing agency Tinuiti reveals that most consumers (65%) plan to start shopping for holiday gifts by Thanksgiving, with 22% beginning in September or earlier and 20% beginning in October. By generation, 57% of Gen Z and 52% of millennials say they will complete about half or more of their holiday shopping before Thanksgiving.
Almost a quarter (22%) of Gen Z respondents say they will be holding out until Black Friday to start making holiday purchases, whereas just 8% of baby boomers plan to do the same.
When asked how tariffs will impact their holiday spending plans, 25% of respondents said they will search for more promos and coupon codes, while 24% say they will shop around more. Twenty-one percent say that tariff-induced price hikes are what will push them to start shopping for holiday gifts earlier, while 20% said they will buy more American-made products to avoid higher prices. Nineteen percent said they will buy fewer products this year, and 16% said they will buy cheaper brands.
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Only 9% of holiday shoppers said they don't believe tariffs will impact their holiday shopping, while 18% said they are unsure. Younger shoppers are more confident in how tariffs will impact holiday spending, with just 12% saying they are unsure, compared to 24% among baby boomers.