Arriana McLymore

NEW YORK (Reuters), Santa’s sleigh comes out of its garage a little sooner this year.

Target In the midst of a worldwide supply-chain jam that could limit some merchandise’s availability later in the year, retailers such as PacSun, Pottery Barn and Ulta Beauty (NASDAQ) are promoting holiday decorations and gifts starting as early as September amid an NYSE: (NYSE:), PacSun and Gap.

According to Deloitte, Americans will spend $1.3 trillion in the holiday season. This is a 7 to 9 percent increase on last year. The American holiday season begins on Black Friday (the day following Thanksgiving), although the major retailers usually start selling holiday merchandise as early as November.

They face logistical challenges and shipping delays this year that may make it difficult for them to fulfill consumer demand in the fourth quarter. If people delay buying gifts, then they could be ineligible to sell. Target will launch holiday promotions from October 10-12, as opposed to the Oct. 13th last year.

“We think advertisers will start advertising very soon to persuade consumers” to buy Christmas gifts and merchandise, said Jed Meyer, senior vice president media domain leader at data analytics firm Kantar.

This is compounded by online shopping being so popular that you may experience delays in delivery, particularly close to holidays.

As of September 17, Pottery Barn has posted $250 Christmas wreaths on its Instagram. It’s sending holiday messages several days sooner than it did in 2020 and more than one month before in 2019. Company was unable to comment on holiday ads timing.

Gap has launched its gift guides for October, in the hopes that shoppers will start to shop before Christmas gift-giving rush.

“With the pandemic’s continued and evolving impact on retail, we’re giving customers the ability to start their holiday shopping early to help ease the holiday rush,” said Mary Alderete, global head of Gap marketing.

Pre-holiday digital campaigns will be held by PacSun in October, as in 2020.