Holiday shopping starts earlier than most brands plan for
For many consumers, holiday shopping starts well before the festive rush. By September, around one in ten consumers globally had already started shopping, with a further 24% already thinking about it.1 In the UK, about 7%2 had even started as early as the January sales.
And it’s not just about getting ahead with purchases. Our BrandVue data suggests that consumers are also looking for inspiration and weighing up their options months before they begin shopping.
In the UK, ad recall and recommendations for computers, laptops and home entertainment, were highest in September and October 2025. In the US, advertising influenced 12% of fragrance shoppers in September, falling to 6% in October and November. For gifts, advertising had its greatest influence in October, at 19%, before declining throughout Q4.
This suggests that the decisions shaping holiday purchases are often made well before shoppers reach the checkout. For brands, the opportunity isn’t just to show up during the holiday shopping peak, but to influence what consumers consider buying in the first place. After all, while the peak shopping period may be relatively short, the window to influence decisions is much longer.
Each market runs to its own calendar
The holiday shopping peak also varies by market. US consumers are more likely to spread their shopping over a longer period, with 17% having started by September and just 12% waiting until December. In Italy and the Netherlands, however, close to one in three consumers see holiday shopping as a December-only activity.1
But starting to shop early doesn’t necessarily translate into consumers wanting brands talking about the holidays early. Each market has its own milestones, but generally, Christmas campaigns launched before Halloween may be a step too far for most consumers.
This doesn’t mean brands need to wait until November to engage with consumers. Instead, early autumn is an opportunity to build awareness and inspire future purchases, without leaning into overtly festive messaging.
Shopping behaviours are shaped by budget pressures
Budget pressures are another reason consumers are spreading their holiday shopping over a longer period. Rather than making all their purchases at once, many are looking for ways to manage costs and make their money go further.
In the US, 65% of consumers say they try to save any spare money throughout the year, falling to 62% in November as peak shopping gets underway. Meanwhile, the proportion who say they rarely worry about money drops from 44% in September 2025 to 39% in January 2026, suggesting that financial concerns remain, even if they take a backseat during the Golden Quarter.
Our BrandVue data also highlights how discounts influence shopping habits across markets. In the UK, discount use peaks in November across categories including toys, personal care, video games, craft, tablets and mobiles. For home entertainment, computers, small electronics and dining, however, it peaks in December – perhaps reflecting a shift in gifts for children to gifts for adults. In the US, discount use is more evenly spread while still peaking in November, likely a Black Friday effect.
With budgets under pressure, price comparison is likely to play an even bigger role this year, with search engines and AI increasingly part of the process.
Categories set their own clock
BrandVue data shows that purchase journeys also vary by category. Toy shopping in 2025 offers a good example of how marketing influences, touchpoints and decision drivers evolve throughout the season.
In the UK, inspiration peaks in October, when store visits and social media activity are highest for Q4. Recommendations are also strong at 31%, rising to 32% in November as wishlists take shape.
November brings more purposeful shopping. While store and retailer website visits decline, purchase decisions become more focused on quality (39%), product range (20%), discounts (16%), after-sales service (10%) and loyalty programmes (9%). Shoppers are also more likely to be influenced by retailer advertising and direct communications.
By December, the panic sets in – and convenience and availability take priority. Delivery and collection options become the leading retailer driver (37%), while lowest prices (35%) become as important as quality. Convenient location and discounts matter less, as finding the desired product (22%) becomes a priority for last-minute shoppers.
In the US, October sees more price-driven, retailer-led shopping, with price comparison site usage at its highest (68%). Special discounts (24%), loyalty cards (19%) and retailer communications (19%) are also key drivers. Quality becomes more important in November, while December purchases focus on finding specific products (28%), with social media (22%) and price also influencing last-minute decisions.
The Golden Quarter doesn’t follow one universal timeline. Understanding when different purchases happen helps brands plan their ranges, campaigns and promotional activity around changing consumer needs.
Getting the timing right: what brands should consider
November and December remain key holiday shopping months, but brands shouldn’t overlook the opportunities earlier in the season.
- Build inspiration early: Shopping journeys often start before the Golden Quarter. Plan new product releases and supporting communications ahead of time, as early as September or October depending on the category
- Support phased shopping: Some gifts are easier to buy in advance, while others require confirmation from the giftee or become last minute purchases. Understand how your products fit into different shopping journeys and develop your ranging plan accordingly
- Follow local milestones: There is a right and wrong time to talk overtly about Christmas, and it varies by market. Make sure your campaigns reflect local shopping timelines and cultural expectations.
Make the most of your Golden Quarter
Knowing when and how consumers shop is key to making the most of the holiday season. BrandVue tracks over 80,000 UK and 36,000 US consumers across 40+ categories, helping brands identify seasonal trends and understand what drives shopper behaviour. Our ad hoc research goes further, capturing in-season behaviour and testing future activations to help brands and retailers optimise their planning and marketing budgets for the current season and the ones to come.
Want to stay one step ahead? Explore our latest holiday shopping report or speak to our team about making the most of your next season.
1 The Grocery Eye is a study conducted by Savanta among 500 nationally representative adults in UK, France, Germany, Spain, Italy, the Nordics, US and Canada in September 2026.
2 The Savanta omnibus is a nationwide study of 2,0000 nationally representative UK adults aged 18 and older, surveyed online in October 2026.