A 22-year-old shopper from the UK has defended her decision to finish her Christmas shopping in August, amid a growing trend of early festive spending. Caitlin Murphy began purchasing gifts for her family during the summer, using sites like eBay and Vinted to secure deals. 'I like to space out the purchasing of Christmas presents across a couple of months so that it doesn't feel like a huge chunk of money gone in one month,' she said.
Murphy's approach reflects a broader shift in consumer behaviour, with one in five shoppers telling a Post Office survey they planned to start early this year. Retailers have responded by launching Christmas displays and promotions earlier than ever. Home Bargains made headlines in August for its festive display in Denbigh, sparking complaints but also revealing a growing acceptance of early shopping.
John Lewis opened its online Christmas shop in August after a survey showed 28% of customers were already browsing. The retailer reported a 10% year-on-year increase in Christmas spending by October. Sainsbury's had Christmas food on shelves in September with signs saying 'it's never too early'. The early push is partly driven by the cost of living crisis, as consumers spread purchases over several months to manage budgets.
Metapack's survey found UK shoppers were most likely to start early among eight countries, with 40% planning to begin before October. Black Friday, falling on 24 November this year, has also shifted spending patterns. Retail analyst Charles Allen noted that John Lewis's biggest shopping week is now Black Friday, rather than the week before Christmas.
Silvia Rindone of EY said consumers have changed their habits over years, used to the timing of sales. With interest rate rises adding pressure, people are keen for value. Retailers are also stretching out holidays, with goods for Easter, Mother's Day, and Halloween appearing weeks in advance to capture early spending.
