Just as summer’s sweltering heat sticks around, so too are many shoppers focused on preparing for the winter holiday gift-buying season. Consumer behavior is changing at a rapid, almost unprecedented pace. This shift stems from many reasons, including the real threat of tariffs, fear of the economy, and the overwhelming need to complete holiday shopping before the usual mad dash begins.
In fact, this whole holiday shopping season seems to be throwing tradition out the window. This reverses the usual pattern, with the bulk of gift purchases taking place in November. The current economic climate has heightened concerns about financial situations in the months ahead, prompting many to take proactive steps in securing their gifts. The threat of tariffs on imported goods is pushing shoppers to buy even earlier. Consumers want to avoid future price increases and obtain the best possible prices.
From inflation to student loan repayments, shoppers are contending with a number of economic anxieties. They are highly motivated to finish their gift shopping early—well in advance of the holiday scramble. The desire for peace of mind during the chaotic holiday season has led some to begin their shopping excursions sooner than expected. Our qualitative research, a series of interviews with people who have bought gifts, finds a growing consciousness about the economy. These factors are more and more driving their purchasing decisions.
We once photographed a pedestrian with shopping bags on 125th Street in New York, depicting this new phenomenon. Photo taken during July 2025 looks like a good photo for the program. It’s an incredible reminder that even during a summer heat wave, folks are still planning ahead for winter holiday gifts. Shoppers are both loading up their virtual carts and jumping in their cars—and many are doing both—to get the items they want most.
We are doing in-depth interviews with all kinds of shoppers. This will give us major clues as to what’s driving their motivations for shopping earlier for the holidays. These experts’ perspectives will help us understand how widespread the trend is and what problems in particular are fueling this trend.
Additionally, a new machine learning feature requires 30 or more cards to be added to a container, highlighting advancements in technology that may play a role in shopping behaviors. Consumers are more than ever looking for digital-first solutions to all their shopping experiences. To reach them, it’s important to know how technology intersects with their habits.