When it comes to shopping for the holidays, if you think you’re on schedule, you might actually be behind.

Many retail shops are starting to get ready for the upcoming holiday season earlier than ever before. Halloween merchandise appeared on shelves as early as August, while Christmas and Hanukkah decorations started showing up in stores by October or even late September.

If shoppers delay their holiday shopping, they might discover that stores have already shifted their focus to the next major event, which could result in fewer choices for them.

It almost feels like time is racing ahead, which adds to the stress many shoppers experience, according to a psychology expert interviewed by YSL News.

Changing Trends in Holiday Marketing

Experts indicate that holiday marketing, both online and in physical stores, has grown significantly in recent years. While this trend applies to various holidays throughout the year, it’s particularly noticeable during the major commercial holiday season from Halloween through New Year’s Eve.

Sky Canaves, a principal analyst at eMarketer, noted that prior to the pandemic, “most of the holiday merchandising in stores typically began after Halloween.” This shift demonstrates how consumer behavior and marketing strategies have evolved over time.

The traditional holiday shopping season typically spans November and December. However, due to the pandemic causing significant disruptions in supply chains, we’ve begun to see holiday sales popping up at unexpected times throughout the year.

There are additional factors driving retailers to stock their shelves earlier for the holidays. According to Neil Saunders, a retail analyst at GlobalData, “Consumers are now more open to making purchases earlier in the season.” He also noted that increased competition in the market is a key consideration; for instance, Amazon’s Prime Day has intensified this competitive landscape.The deal days in October essentially mark the beginning of the holiday shopping season. This period is incredibly beneficial for retail businesses, as they often see a significant portion of their sales—especially in online retail—during the busy eight weeks leading up to the holidays. According to Canaves, retailers can earn “more of their sales in the fourth quarter during this holiday timeframe.” Furthermore, it’s anticipated that online shopping will experience its most rapid growth this year since 20XX.According to a retail forecast report by eMarketer, significant consumer spending is expected during the holiday season. However, many consumers remain careful about their spending. Families are aiming to cut costs and manage tighter budgets than in previous years, as noted by Saunders.

Nevertheless, shoppers are still inclined to buy gifts and take part in holiday celebrations. Retailers are increasingly focusing on these events since they help stimulate sales and engage interest in an otherwise sluggish market, Saunders explained.Retailers are always looking ahead, trying to anticipate the next big thing for consumers. However, the holiday marketing cycle seems to be undergoing “a permanent change,” as noted by Canaves. This shift appears to move the marketing and merchandising strategies earlier in the season. Additionally, it influences how consumers behave; with many people becoming more budget-conscious nowadays, they may find it easier to distribute their spending over a longer period if given the chance.

Shoppers are already experiencing the holiday rush this year.

The Stress of Holiday Marketing

While retailers starting their holiday promotions earlier may allow customers to space out their shopping, it can also add stress to the buying experience.

According to Kristina Durante, a psychologist and marketing professor at Rutgers Business School, marketers often create a “false sense of urgency” around shopping for the holidays.

This pressure to make purchases quickly can lead consumers to feel overwhelmed.

Shoppers are inclined to spend more money, motivated by a sense of urgency and limited availability. Durante points out, “There’s a lot of opportunities there. The feeling that resources are scarce makes us uncertain about when they might run out because we can’t control other people’s purchasing habits. We want to have enjoyable holidays like Christmas and Halloween, and we also wish to be ready for back-to-school season. Our expectations for these events are high, which drives us to shop more.” Additionally, feelings of nostalgia can contribute to the stress associated with shopping during these periods.Holidays often bring about a sense of pressure to shop. Many individuals cherish joyful childhood memories related to these festive times. According to Durante, “we strive to recreate those experiences for ourselves and our children.”

Shopping frequently triggers feelings of stress, Durante explains. “It’s all about stress,” he notes. “A significant factor behind most purchases is our yearning for control in our lives. Given the uncertainties we face today, it’s natural for us to seek some level of stability.”

How to Cope with Holiday and Shopping Stress

According to Durante, the sense of control that shoppers feel when they make purchases is often short-lived.

Regarding mental well-being, she explains, “When we struggle to manage our stress, it leads to emotional instability. We tend to seek ways to regain control, and shopping can seem like a solution. However, it rarely addresses the actual issues.”

Fortunately, there are effective strategies that consumers can implement to alleviate stress during this busy season.

During the holiday shopping season, it’s important for consumers to stick to their budgets and be mindful of their spending.

According to Durante, when individuals focus on what they can control, “they tend to spend less.”

She suggests that taking a moment to jot down positive aspects of life can be beneficial. Additionally, engaging in physical activity is also helpful.

“Consider going for a walk or practicing deep breathing,” Durante advised. “Even slight movement can help alleviate stress and enable you to feel calmer.”