Holiday Shopping Update: Christmas in July

As tariffs continue to loom and the economic landscape remains uncertain, more consumers are doing away with Black Friday and starting their holiday shopping in the summer, according to a new report from the New York Times.

Approximately 21% of consumers surveyed said they are shopping this summer in preparation for the holiday season, which is up from 16% last year, according to research firm CivicScience.

The report notes that retailers are aware of this shift in shopping habits, such as Macy’s, which held its first-ever “Black Friday in July” sales event. While summer sales are not new, Ted Rossman, a Senior Industry Analyst for Bankrate, told the Times that ever since the pandemic’s supply chain shortages, the timeline for holiday shoppers has been starting earlier.