Retailers may deck the halls, but shoppers steer the season with fast-moving trends that help them make every dollar count. With 77% of buyers expecting higher holiday prices, people lean on early deals, clear spending limits and tools that flag discounts before the crowds build. These strategies shape this year’s rush, as shoppers track the market as closely as retailers do.
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As the season picks up, consumers notice the shift in the many stores they visit. Essentials move quickly once a sale drops, and craft supplies often fill the gap for those keeping celebrations on budget. Those choices give customers more control and cut down the stress that usually peaks in December.
Holiday sales start early
This year’s holiday rush started before the season officially began as retailers moved to get products on shelves earlier than usual. Many companies secured merchandise months in advance to avoid possible tariff-related costs. This put gifts and seasonal items out for sale well before the traditional shopping window. Major players have even staged large discount events as early as October, sending shoppers online long before Black Friday crowds ever formed.
The early inventory has changed how stores run discounts. Instead of a single weekend packed with doorbusters, retailers now extend promotions over several weeks. Shoppers now see staggered price drops and steady deals, which give them more time to browse and buy without racing the clock.
Grocery inflation drives urgency
Rising food costs are pushing holiday shoppers to search for value more aggressively this season. Many consumers say they plan to scale back and work with smaller budgets, with average spending expected to dip to about 10% from 2024. Promotions now influence when people buy and where they choose to shop.
As a shopper herself, Bella Bucchiotti of xoxoBella has watched rising grocery costs prompt people to plan sooner than they usually would. “Shoppers are watching grocery prices rise, so they’re getting strategic early. While shopping, I’m seeing people stock up on pantry staples and baking essentials long before December when they are on sale,” Bucchiotti says. “Stretching a food budget has become its own kind of holiday sport, and early planning is how shoppers feel like they’re winning,” she adds.
AI-powered bundles surge
Younger shoppers are helping redefine holiday buying habits, and their influence is reshaping what retailers present to them. Gen Z is especially deal driven and often turns to social media, influencers and AI tools to search for products and compare prices. Their behavior is steering purchases toward curated sets instead of individual items.
Retail apps now suggest themed bundles built from browsing history, recent orders and price preferences. These recommendations package items such as baking kits, game night snacks or beauty picks into ready-to-buy sets that feel purpose-built for gifting. Retailers are also using AI to push savings on bundled products. These deals now compete directly with single-item discounts, making bundles feel like the better value.
Early craft and DIY planning
Many households turn to simple projects to keep expenses steady and avoid a scramble once December arrives. Parents pick up affordable activity kits to build new traditions without relying on higher-priced decor or toys. Social platforms continue to promote tutorials for homemade gifts, sending buyers toward ribbon, paint sets and mold kits before stores run low.
“Shoppers are acting earlier because the holiday season no longer feels like a single moment but a long runway of deals and decisions. I’m seeing people grab supplies and gifts well before December, not just to avoid missing out but to give themselves time to get crafty and make meaningful homemade presents,” explains Jessica Haggard of Easy Homemade Life. “Early planning offers a sense of control in a fast, unpredictable year, and for many, that breathing room feels like the first gift of the season.”
A season of smart holiday choices
This year’s holiday rush shows a growing demand for control at a time when costs and schedules feel unpredictable. Shoppers want the freedom to choose when to buy, what fits their budget and which tools help them stay ahead. Retailers who adapt to that mindset could turn early planning into long-term loyalty beyond the holidays. The season is no longer about who offers the biggest sale but who reduces the stress.
Jennifer Allen is a retired professional chef and long-time writer. Her work appears in dozens of publications, including MSN, Yahoo, The Washington Post and The Seattle Times. These days, she’s busy in the kitchen developing recipes and traveling the world, and you can find all her best creations at Cook What You Love.
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