Tara Bruckner has kicked off her holiday shopping already.

Typically, Bruckner begins her holiday shopping in October and wraps it up by Thanksgiving. However, this year she got a head start, purchasing gifts for her two children and her mother ahead of time.

“While I was shopping for school supplies in July, I noted some items and ordered them online in August when they were discounted,” Bruckner, from Chilton, Wisconsin, shared with YSL News.

She’s not the only one.

A growing number of consumers are starting their holiday shopping earlier this year, according to a recent study, but many are anxious about rising prices and managing their budgets.

A study published this week by Gartner Inc. indicated that 32% of shoppers plan to start their holiday shopping anytime between July and October. Additionally, a Bankrate survey released earlier this month revealed that 48% of consumers intended to kick off their holiday purchases by Halloween.

However, financial concerns are prevalent.

More than half of consumers plan to maintain their spending this year

“The impact of high inflation and supply chain disruptions in the post-pandemic economy has left holiday shoppers feeling uneasy,” said Kassi Socha, director analyst in the Gartner Marketing Practice, in a press release.

Among those surveyed, 64% indicated they would maintain their holiday spending this year, while 21% reported they would cut back.

For those increasing their spending, it’s primarily because of the higher costs of gifts, rather than an increase in discretionary income, Socha mentioned in an email to YSL News.

Bruckner buys gifts for over 20 individuals, including family, extended relatives, and coworkers. She typically spends around $3,000 each year on holiday presents and intends to keep her budget steady this year.

She is wary of higher prices due to inflation and mentioned that there may be fewer gifts this holiday season.

Bruckner noted that by spreading her holiday shopping out and completing it by Thanksgiving, she can soften the financial impact.

She often shops at small businesses for “meaningful gifts” but also frequents major retailers. Previously, she would shop at midnight on Black Friday, which she found exciting.

However, she observes that “deals are becoming available earlier and earlier each year.” She appreciates the distribution of deals on big-ticket items like electronics, which allows her budget to recover while shopping early.

Shoppers are being budget-conscious

The findings also indicate that consumers are questioning whether in-store prices are as competitive as online prices, with 20% of shoppers intending to increase their online shopping this year.

Sixty percent have at least one concern about shopping in physical stores during the holiday season, according to the study. While shoppers previously expressed a desire to return to in-person shopping, they now cite various worries, including higher prices (40%), inventory shortages (28%), selection issues (18%), and safety concerns (14%), the study concluded.

“Consumers are prioritizing price, promotions, and free shipping in that order when deciding what to purchase,” Socha explained to YSL News.

Despite inflation, retail sales are anticipated to see a gradual rise this year, as per Deloitte’s 2024 Holiday Forecast.

Holiday retail sales are expected to grow between 2.3% and 3.3% this year, according to the September report. This is a slowdown compared to a 4.3% increase witnessed last year.

Shoppers are beginning their holiday purchases early

A recent Bankrate survey revealed that 48% of holiday shoppers plan to start their purchases by Halloween.

This week, Walmart announced its Holiday Deals days scheduled for October, indicating it is launching early holiday savings in response to the trend of earlier holiday shopping.

This follows Amazon’s announcement of its second Prime Days, now called Prime Big Deal Days, also taking place in October. Walmart’s holiday sales will coincide with and extend beyond Amazon’s event.

Some American shoppers are already getting into the Christmas spirit.

Retailers are adapting to consumers who are starting their holiday shopping earlier, driven by special events from brands like Amazon’s Prime Days, Target Circle Week, and Walmart’s Holiday Deals, explained Ted Rossman, a senior industry analyst at Bankrate, in a previous YSL News article about holiday shopping.

“Around 1 in 8 early shoppers have already begun their holiday preparations, while another 12% expect to start this month. October has increasingly become recognized as the unofficial start to the holiday season,” Rossman shared with YSL News earlier this month.

Betty Lin-Fisher is a consumer reporter at YSL News. You can  follow her on social media platforms like X, Facebook, or Instagram @blinfisher.