Survey: Holiday Shopping Off To An Early Start.

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Shoppers are getting an early jump on holiday shopping — especially those in a certain income bracket.

Twenty-seven percent of consumers started their holiday shopping as early as August this year, an increase from 19% who had started at the same time last year, according to Jungle Scout’s Q3 2023 Consumer Trends Report, a quarterly study of over 1,000 U.S. consumers.

High-income consumers are more likely to start holiday shopping early, with 44% having started already vs. 23% of consumers with lower incomes. In total, 42% of consumers will have started their holiday shopping by the end of September.

Most consumers (79%) say their spending has been impacted by inflation in recent months, with 56% saying inflation is impacting holiday shopping plans, according to the report. For those cutting holiday expenses, lower-income consumers will spend less per person on gifts. Higher-income consumers are more inclined to trim the number of recipients on their lists. Among other findings from the report:

  • More than half (54%) of shoppers have either never tried AR, such as virtual try-on, or use it infrequently.
  • Online spending increased for more than half of high-income consumers in Q3 vs. 24% of lower-income households.
  • Thirty-three percent of high-income consumers shop online at least daily vs. 18% of consumers with lower incomes.
  • Consumers with high incomes are more likely to start product searches on social media, with 41% starting on Facebook.

Jungle Scout conducted an anonymous survey from Aug. 3-6, 2023, among 1,000 U.S. consumers about their buying preferences and behaviors.

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