Consumers aren’t being stopped from purchasing by supply chain disruptions or rising prices. This is the latest retail sales numbersFigures show that U.S. shoppers are spending more quickly than they expected. However, the back-toschool and back to work trends drove higher transaction levels despite the inflation headwinds. What about early holiday shopping?

With widespread supply chain warningsRetailers including Amazon TargetIn order to alleviate consumer anxiety and avoid stock shortages, we started offering holiday discounts earlier than normal. This could lead to holiday gift-buying speedier.

NPD Group claimed in its annual holiday shopping outlookRespondents to the survey indicated that 51% plan to shop for holiday gifts before Thanksgiving. This is slightly higher than last year. Retailers are not the only ones who have noticed a rise in early-morning shopping. Major retailers opened Thanksgiving Day shops as early as 2014. Amazon also moved Prime Day from October to October in the midst of the pandemic.

Marshal Cohen, NPD chief retail advisor and chief retail industry advisor said that the holiday season continues the earlier shopping trend. However, there is an added layer of inventory concern which motivates many shoppers to get what they need immediately, rather than waiting until later in the season for better prices.

However, if consumers are feeling anxious about inflation and supply chain disruptions right now it might not be as much about holidays but their daily needs. Data collected by Kearney Consumer InstituteIt was found last year that holiday shoppers held off, with 81% responding to its survey about Amazon Prime Day stating they waited for big holiday purchases, and only 5% making them.

Katie Thomas from the Kearney consumer institute spoke out about the state of current consumers. While supply chain problems are “playing more towards the emotion of consumers”, who don’t wish to miss out on a big deal, that doesn’t necessarily mean it will be for everyone. Thomas stated, “A toy that your child really likes or the exact new appliance you desire.” These are all playing into scarcity.

The messages about scarcity in advance of holidays were first communicated during summer. This issue is still a concern at the highest level of government. Biden administration is focused on fixing supply chain problemsPorts are closed amid concerns of a backlash from the political class

Steve Pasierb (the president and chief executive at the Toy Association) stated that “there’s no political intervention to get it done” and that there might not be any human intervention to make this happen. told Politico this week

As they began to promote holiday sales earlier this year, retailers started calling September “the new December”. Amazon rolled out its “Black Friday-worthyThe earliest online holiday start, in terms of the history of the retailer, was the “deals the first week October” Target promised the “lowest prices on gifts” starting October 10.

Overlooking experts concerns supply shortages seem to increase daily, although Black Friday (the unofficial start to holiday spending) is over a month away. Shelves are emptying fastExperts worry that they may be empty before the holiday shopping season, which is November to December according the National Retail Federation.

Thomas maintains that early holiday promotions will not change the fact consumers are more used to actually shopping for holidays. starting around Black Friday“Or at the very least, November.” Even when widespread holiday-placed promotionsA lot more people are motivated to purchase now. [consumers]Thomas explained that the only thing they are actually doing is buying items for themselves. Prime Day people like because they can shop for themselves and not feel they need to buy things for other people.

Pandemic PTSD is a condition that affects consumers in a very unique way. When we were in the grips of pandemics, people expressed concern. availability issues as one of their biggest frustrations,” Thomas said. We are all more aware of stock availability and out-of-stock, as well as noticing empty shelves.”

The shortage in supplies last year for basics such as toilet paper and cleaning products that were stockpiled at the start of the pandemic have made consumers more anxious with low inventory, said Vincent Quan, associate professor at FIT and global supply chain expert, and there are obvious benefits to partaking in a retailer’s early holiday promotions. He said, “The consumer believes that there’s an offer and doesn’t know if it will be available again so I’ll just grab the opportunity now to buy it.”

Quan said, “Buy Now and Return Later. Because it won’t exist tomorrow.” It’s possible to return the item if it doesn’t suit your needs, so don’t hesitate. 

If consumers are tempted to treat themselves to early holidays deals, it might be wise to consider purchasing gifts for other people. some experts have warned. Thomas stated that even though the promotions are being promoted with a lot of fanfare, it is important for consumers to start holiday shopping as soon as possible due to the significant supply problems retailers might face later in the year. This doesn’t necessarily mean that holiday shopping is over.

Thomas stated that retailers are working hard to meet consumer demands, offer good deals, and get the goods they want as quickly and easily as possible. 

The holiday sales can have benefits for retailers even though consumers may not be in holiday mode yet. Thomas says that Target and Amazon can make these sales as consumer experiments to test different timings and types of sales. This is a way for retailers to increase consumer spending. She stated that this will increase their success as the season progresses.

Quan stated that although there won’t be a shortage of holiday items when consumers start shopping for them, it is unlikely they will find a lack of what they need. Shipping delays can cause tension. “As long As…” [their orders]Thomas’s research shows that consumers arrive in time for Christmas and are happy with any delays.” However, she said people tend to be cautious and that tensions are high. All of us want to go back to normal, and we all feel that things will be okay again. However, our fuses may not last as long. 

Thomas says that while holiday stock is not a major concern for consumers right now, they will be “mad” come December.