Earlier Start to Holiday Shopping Season Embraced by Consumers

New York, November 16 2020 – Over 40 percent of holiday shoppers say they started earlier than they normally do, according to the annual survey released today by the National Retail Federation and Prosper Insights & Analytics. 

“Retailers have demonstrated their commitment and ability to ensure safe shopping environments for their customers and their associates.”NRF President and CEO Matthew Shay

“Retailers have demonstrated their commitment and ability to ensure safe shopping environments for their customers and their associates,” said NRF President and CEO Matthew Shay. “With consumers looking to fulfill their gift lists earlier this year, retailers are prepared to meet that demand with deep discounts, robust inventory and providing the best experiences possible whether in store or online.”   

As of early November, 59 percent of holiday shoppers say they had started making purchases, a 21 percent increase from a decade ago. Even so, there is still plenty of shopping left to do. On average, holiday shoppers say they have completed only 26 percent of their shopping so far.