Despite a turbulent 2025, consumers are getting in the holiday spirit early this year with a jump-start on gift shopping.

Analysts at Circana say 44% of holiday shoppers plan to start hunting for gifts before Thanksgiving. Black Friday deals, however, have “significant appeal” for almost a quarter of consumers polled.

“Today’s consumer is more focused on planning and prioritizing on their quest for value,” said Marshal Cohen, chief retail advisor for Circana. “Getting an earlier start on holiday shopping gives them more control and choice when it comes to making a purchase decision, rather than feeling the pressure of filling a last-minute need.”

Intentions to start holiday shopping before Thanksgiving have returned to the level of those shared ahead of the 2023 holiday season (47.6%), an increase from last year’s dip to 44.8%. Intentions for mid-season (Thanksgiving, Black Friday, Thanksgiving weekend, and Cyber Monday) and late-season shopping starts both declined. However, those last-minute shoppers who plan on waiting until early December or later to start their holiday shopping is at the lowest level in four years (19.2%).

Deals and Purchasing Pullback

While the majority of consumers plan on starting their holiday shopping early in the season, 19% have their sights set on Black Friday as their holiday shopping kickoff day. In 2024, Black Friday maintained its position as the top shopping day in Q4 across both physical and digital retail. Black Friday was once again identified by the largest share of consumers (23%) as the time they expect to find the best deals for holiday shopping.

Promotions will have a more significant influence on holiday shopping this year, with 37% of holiday shoppers indicating they will buy more items that are on sale or promotion to save money. However, early season promotions exposed a by-product of expected sales events: The anticipation of such promotional periods triggers a wait-and-see mode among shoppers that creates purchasing pullback in advance of the promotion itself.

“Even with lower prices, consumers have become less impulsive – doubling down on their ‘need now, buy now’ mindset,” added Cohen. “Marketers need to continue to assess ways to achieve dynamic success with consumers by making their brand, their store, a destination that hits the mark on product and value at the right time.”