Eggnog before Thanksgiving? Shoppers eager for a new season scramble retail calendars
Shoppers are embracing the festive spirit earlier than ever this year, with stores responding to the demand by rolling out seasonal collections well in advance of the traditional holiday shopping season. From scented candles to holiday-themed treats, retailers are keen on extending the shopping period to entice customers to start spending sooner.
Samantha Kowalczyk, a 30-year-old from Wilmington, Delaware, is among those who are enthusiastic about enjoying seasonal flavors and scents year-round. She believes that there is no need to wait for specific times of the year to indulge in holiday-themed products. In response to such consumer preferences, stores like Bath and Body Works, Balsam Hill, Whole Foods Market, and Krispy Kreme have launched their festive collections earlier than usual.
While some inflation-weary shoppers may delay purchasing winter essentials like sweaters and gloves until the weather turns colder, many are eager to snap up limited-time seasonal promotions and event-specific deals as soon as they become available. This shift in consumer behaviour has led retailers to disrupt the traditional retail calendar and push the festive season earlier.
With Thanksgiving falling on November 28 this year, five days fewer than last year, retailers are feeling the pressure to attract shoppers and drive sales. Bath and Body Works, for instance, offered a holiday preview collection to its loyalty program members weeks ahead of schedule, while Whole Foods introduced autumnal items much earlier than usual. Starbucks also unveiled its fall menu earlier this year, catering to the increasing demand for seasonal treats.
From Walmart advertising Thanksgiving meal savings in mid-October, to Stew Leonard’s stocking holiday items throughout November, retailers are capitalising on the trend of shoppers seeking joy and comfort ahead of usual timelines. This shift is not only driven by the desire to find happiness amidst uncertain times but also by the need for consumers to reclaim a sense of normalcy through familiar holiday traditions.
As retailers pivot to capture the attention of early-bird shoppers, the retail landscape is evolving to incorporate seasonal scents and flavours across various product categories. The trend of starting holiday promotions earlier than ever before is expected to continue, with retailers looking to maximise sales opportunities by appealing to consumers’ desire for seasonal cheer throughout the year.