December Overtakes Black Friday as Shoppers Delay
29% will do most of their holiday shopping in early December, 17% around Black Friday, and 87% expect to spend the same or less. The season is compressing, not stretching.
Bank of America's survey found 29% of Americans plan to do most holiday shopping in early December, against 17% around Black Friday.
More Americans now plan to do most of their holiday shopping in early December than around Black Friday, Bank of America's survey found. [Bank of America study: early December could overtake Black Friday as the peak holiday shopping window — Bank of America release via Stockhouse] [Holiday shopping statistics 2026: spending and consumer trends — Drive Research]
In the Ipsos-run survey of 2,062 adults, 29 percent plan to do most of their shopping in early to mid-December, up from 19 percent last year, while the Black Friday share fell from 25 percent to 17 percent. [Bank of America study: early December could overtake Black Friday as the peak holiday shopping window — Bank of America release via Stockhouse]
The season underneath the shift is restrained. Eighty-seven percent of respondents expect their holiday spending to hold steady or decline this year, and just 12 percent plan to spend more; the share expecting to spend about the same rose to 48 percent from 39 percent. The early-bird habit is fading with it: 38 percent said they had shopped or would shop earlier than usual, down from 52 percent a year ago. Shopping isn't spreading earlier anymore. It's compressing later. [Bank of America study: early December could overtake Black Friday as the peak holiday shopping window — Bank of America release via Stockhouse]
Skepticism is doing some of the compressing. In Drive Research's October survey of 1,405 adults, 44 percent expect to spend less than last year, 71 percent say Black Friday and Cyber Monday deals aren't as good as they used to be, and 64 percent believe retailers raise prices before Black Friday so the discounts look bigger. Sixty-nine percent plan to shop Black Friday online against 28 percent in person. One check on all of it: Bank of America's own card data showed holiday spending already rising at a solid rate through September. These surveys record intentions stated in September and October. The receipts will arbitrate. [Bank of America study: early December could overtake Black Friday as the peak holiday shopping window — Bank of America release via Stockhouse] [Holiday shopping statistics 2026: spending and consumer trends — Drive Research]
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A little more perspective.
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