eMarketer 2025 Outlook Shows AI and Social Media Drive Early Holiday Shopping Surge

The Rise of Early Shopping: Why Shoppers Are Moving Sooner 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…