Retail Now, Relax Later
Vinay Bhola is an Associate at KS&R, boasting over eight years of experience in market research and brand strategy. He excels as a liaison between clients and their target audience, leveraging advanced research methodologies and a deep understanding of the marketplace to deliver strategic, actionable insights. Vinay holds a firm belief that the key to insightful market research is listening to the data—it always tells a story, but the meaning must be interpreted.
Nearly half of all Americans say they started their holiday shopping prior to Halloween this year. Several different concerns have driven this focus on getting shopping done early including fears that prices will increase, potential lack of inventory, and the desire to avoid crowds.
A potential benefit of shopping early is emerging — the ability to actually relax and enjoy the holiday season.
• “Starting My Shopping Now So I can Relax Later It’s Girl Math.” (deohveong, tiktok)
Holiday Stress and Spending Concerns
Many say they find the holiday season stressful, feeling overwhelmed by shopping at year end, according to Deloitte’s Holiday 2025 Survey. Social media posts echo this sentiment, with users expressing worry about overspending and starting the new year financially strained. Shopping early helps some consumers spread out their spending and avoid starting the new year “broke.”
• “Christmas is always the time of year so many people stress themselves out and spend more than they should! (Madison Lawson, Facebook)
• “I’m one of those rare people that really dislikes Christmas! Just a lot of stress and expense + hard work.” (Jueparrish, Threads)
The “Shop Early, Relax Later” Mindset
To alleviate the burdens of the holidays, shoppers are now embracing a “shop early, relax later” approach. They are starting their holiday shopping journey as early as the spring/summer or the beginning of the fall, expressing relief in not having to spend so much all at once and feeling good about avoiding last minute stress.
• “I’m Christmas shopping next month, I wanna be chilling in December.” (Tyesha Lashay, Facebook, posted in September)
• “Everything’s purchased and hidden! I try to organize early so I can enjoy Thanksgiving through Christmas without so many “to dos.” (Hannah Reynard, Facebook)
• “Start Christmas shopping now (September), so you can relax come December.” (Threads)
• “I feel more relaxed if I’ve started early”(talking about Christmas shopping in July). (Reddit)
Several TikToks and Facebook postings have expressed relief about shopping early.
Retailers Respond to the Trend
Some retailers, like The Swiss Colony, are directly targeting this “shop now, relax later” trend with promotions to help consumers get the best prices.
As consumers remain wary about holiday shopping, brands have an opportunity to position early shopping as not just practical, but emotionally rewarding. Many shoppers are budget-conscious and anxious—some even dread the hustle and pressure that come with the holidays. Messaging that encourages them to “get the shopping over with” so they can focus on enjoying the spirit of the season may entice them to start early.
Consumers are already expressing a sense of relief and satisfaction from finishing their shopping early, suggesting this mindset is gaining traction. KS&R’s SIX team will continue to monitor how this evolving “shop now, relax later” trend shapes both consumer behavior and brand strategies throughout the season.
About KS&R
KS&R is a nationally recognized strategic consultancy and marketing research firm that provides clients with timely, fact-based insights and actionable solutions through industry-centered expertise. Specializing in Technology, Business Services, Telecom, Entertainment & Recreation, Healthcare, Retail & E-Commerce, and Transportation & Logistics verticals, KS&R empowers companies globally to make smarter business decisions. For more information, please visit www.ksrinc.com.
