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Holiday Shopping Update: Christmas in July

Amid economic uncertainty, more Americans are starting their holiday shopping early this year.

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Holiday Shopping Update: Christmas in July
PHOTO: ISTOCKPHOTO

As tariffs continue to loom and the economic landscape remains uncertain, more consumers are doing away with Black Friday and starting their holiday shopping in the summer, according to a new report from the New York Times.

Approximately 21% of consumers surveyed said they are shopping this summer in preparation for the holiday season, which is up from 16% last year, according to research firm CivicScience.

The report notes that retailers are aware of this shift in shopping habits, such as Macy’s, which held its first-ever “Black Friday in July” sales event. While summer sales are not new, Ted Rossman, a Senior Industry Analyst for Bankrate, told the Times that ever since the pandemic’s supply chain shortages, the timeline for holiday shoppers has been starting earlier.

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