It’s pretty obvious that your customers aren’t going to wait until Black Friday to shop for the holidays.
There have been a number of consumers in the last few years have begun shopping for the holidays ahead of Black Friday. The retail weekend beginning and ending with Black Friday and Cyber Monday (BFCM) respectively has evolved into a full month, which creates opportunities for marketers that pace themselves through the holiday season.
According to an NPD Group survey (free, registration required) of 3,605 consumers in September, approximately one-fifth of consumers had started their holiday shopping in September or earlier; another quarter said they planned to start before Thanksgiving.
Those shoppers who are planning on shopping before Thanksgiving have remained fairly constant over the last decade. There has also been an increase in BFCM shoppers along with a small amount of late shoppers. About 28 percent say they’ll shop until the last minute, which is a decline of 4 percent points since last year.