A new eMarketer release, leveraging 2025 data from McKinsey & Company, affirms a major shift in the U.S. holiday shopping mindset: 65% of U.S. adults plan to start their holiday shopping ahead of Black Friday this year. The extended shopping window is not only a response to economic uncertainty and tariffs but also reflects strategic retail moves, changing digital discovery habits, and the growing expectation for incentives and personalization.
This expansion of the holiday timeline is supported by several converging factors. eMarketer notes that promotions are now launching weeks, even months, before Thanksgiving—with major retailers like Amazon, Walmart, and Target kicking off special October events to secure early wallet share. The McKinsey survey of 4,000+ U.S. adults found that, while Black Friday and Cyber Monday remain symbolic shopping markers, fewer consumers are waiting for last-minute deals. As early as September,…
26% of shoppers had started; by October, loyalty programs, influencer-driven guides, and pre-holiday sales are in full swing.
Tariffs, Pricing Pressures, and Product Prioritization Ongoing inflation and new tariffs on consumer goods have further incentivized shoppers to buy early in anticipation of price hikes or to lock in discounts before inventory shortages. According to eMarketer and McKinsey, 75% of U.S.
consumers now begin researching products before mid-November, and 79% spread their purchases throughout the holiday season rather than binge-buying during Cyber Week.
Category-specific strategies are emerging: essentials (beauty, personal care, groceries, toys) are purchased up front, while some tech and luxury categories may see more concentrated spikes around Black Friday and Cyber Monday for the best discounts Digital Transformation: Social, AI, and Mobile Reshape Discovery Digital acceleration continues to be a core driver of early holiday shopping…
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