[Infographic] When Do Consumers Start Holiday Shopping?

Key points

• Peak season starts earlier than many retailers think, with 49% of consumers planning holiday purchases before November and 20% starting before September.
• Discounts alone aren’t enough—gift inspiration, budgeting advice, and a seamless customer experience all influence purchasing decisions.
• Consumers expect responsive brands, with fast social customer service, free shipping, and reliable delivery playing a key role in purchase decisions.
• Retailers should build demand in September, nurture consideration in October, and use Black Friday to convert shoppers who have already narrowed their choices.
• AI-powered social listening and customer engagement help brands identify shopping trends earlier and deliver personalized experiences throughout peak season.

Black Friday may still dominate retail calendars, but it’s no longer where peak season begins.

According to Emplifi’s 2026 Consumer Peak Season Survey, based on responses from 1,638 consumers across the US and UK, nearly half of shoppers (49%) start thinking about holiday purchases before November, and one in five (20%) begins before September.

That means many consumers have already researched products, compared brands, and created a shortlist before the first major Black Friday promotion appears.

For marketers, the takeaway is clear: if your holiday strategy starts in November, you’re already competing for decisions that have largely been made.

Download the full report for more stats, tips, and tricks. 

Key findings from the research

When should retailers start holiday marketing?

The research shows that consumer demand builds gradually—not all at once during Black Friday week.

Shoppers move through three distinct stages:

1. Planning – researching products, comparing brands, and setting budgets.
2. Consideration – narrowing their shortlist through reviews, inspiration, and recommendations.
3. Purchase – responding to promotions, availability, and delivery confidence.

Most retail marketing focuses almost entirely on the third stage. But by then, many consumers already know what they want to buy.

Winning peak season increasingly depends on influencing shoppers during the planning phase, not just converting them during promotional periods.

Discounts matter—but they’re no longer enough

Promotions remain the single biggest purchase trigger, influencing 55% of consumers.

However, the gap between discounts and other motivations is much smaller than many marketers expect.

• 55% respond to promotions and discounts
• 51% are motivated by gift ideas and inspiration
• 48% appreciate budgeting and planning advice

This suggests that successful peak season campaigns combine promotional offers with helpful, relevant content.

Gift guides, buying advice, curated collections, creator recommendations, and educational content all help brands earn consideration before shoppers are ready to click “Buy.”

Consumers are becoming more selective—not spending less

Economic pressure is changing how consumers shop rather than eliminating demand.

The survey found:

• 33% plan to buy fewer, higher-quality gifts
• 28% plan to buy more lower-cost gifts

Rather than assuming shoppers only want bigger discounts, brands should communicate value, durability, quality, and thoughtful purchasing decisions.

For premium brands especially, this represents an opportunity to compete on experience instead of price alone.

Customer experience is becoming a competitive advantage

Price may attract shoppers, but the overall experience increasingly determines where they purchase.

Consumers told us they expect:

• Free shipping (89%)
• Guaranteed delivery options (73%)
• Fast responses on social media (86%)

Meanwhile, 57% have already contacted a brand through social media for customer service.

For retailers, peak season is no longer just a marketing challenge—it is also a customer service challenge.

Brands that invest in responsive social care, connected customer support, and accurate delivery communications are more likely to convert demand they’ve already created.

A practical peak season marketing timeline

Instead of concentrating activity around Black Friday, consider building campaigns across the entire purchase journey.

September: Build demand

• Publish holiday gift guides
• Launch creator and influencer content
• Start social listening to identify emerging trends
• Segment audiences for personalization
• Build remarketing audiences

October: Build consideration

• Share buying guides and curated collections
• Launch loyalty and early access campaigns
• Personalize messaging by audience and channel
• Test promotional messaging before peak demand

Early November: Accelerate conversions

• Introduce promotional offers
• Increase paid media investment
• Retarget engaged shoppers
• Prepare customer care teams for higher volumes

Black Friday and Cyber Monday: Maximize demand

• Focus on conversion and availability
• Prioritize rapid customer responses
• Promote shipping deadlines clearly
• Optimize fulfillment and delivery communications

How AI can help retailers prepare earlier

The brands that perform best during peak season aren’t simply working harder in November—they’re preparing smarter months in advance.

Leading retailers are already using AI to:

• Detect emerging purchase trends through social listening
• Personalize content by market, audience, and channel
• Automate responses to predictable customer questions before service volumes spike
• Connect marketing, commerce, and customer care workflows into a single experience

Preparation, rather than reaction, increasingly separates high-performing retail teams.

The brands that win Black Friday start long before Black Friday

Peak season success isn’t determined by who offers the biggest discount. It’s determined by who earns attention earliest, builds trust fastest, and delivers the experience consumers expect when they’re ready to buy.

Retailers that begin planning in September have more opportunities to influence purchase decisions, personalize experiences, and build stronger customer relationships before promotional competition reaches its peak.

Want the full picture?

Download Emplifi’s The retail marketer’s guide to peak season 2026  for deeper insights into consumer buying timelines, promotion preferences, social commerce trends, customer service expectations, and an AI readiness checklist to help your team prepare for the busiest retail season of the year.