As July 25 hits the calendar—marking the height of “Christmas in July”—a new CivicScience survey uncovers mixed feelings among Americans on when the holiday shopping season should begin. The survey, conducted from July 1 to July 25, asked respondents if they think it’s too early to start thinking about Christmas or winter holiday shopping. The responses reveal a nation divided.
What do you think? Do you think retailers do enough to make holiday shopping pleasant?
Over half (52%) say it’s too early to think about holiday shopping. On the other side, 30% disagree, believing it’s not too early to start planning. Seventeen percent admit they’ll start thinking about it soon (excluding those who answered I’m not sure). With five months to go before Christmas, opinions are clearly split.
Age, parental status, and income all shape opinions. Older adults (65+) are more likely to think it’s too early, while younger adults (18–24) are more ready to start. Parents lean toward earlier planning, while those without children feel less urgency. Lower-income respondents are more inclined to say it’s not too early, and city residents are more likely than urban or rural ones to say it’s not too soon.
But demographics aren’t the only indicators shaping holiday shopping attitudes:
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Value menu items: Those who are interested in eating value menu items from fast food / quick service restaurants are far more likely not to think it’s too early to start thinking about winter holiday shopping.
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Travel-seekers: Those who enjoy traveling are much more likely than non-travel-goers to say it’s not too early to start thinking about winter holiday shopping.
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Coca-Cola fans: Consumers who like Coca-Cola are more inclined to say it’s not too early compared to those who don’t enjoy the soda brand.
Whether it’s age, income, or even a love for Coca-Cola, the factors shaping when Americans kick off their holiday shopping are as varied as the shoppers themselves. As the countdown to Christmas continues, these insights reveal that the “right” time to start planning is truly in the eye of the beholder.
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This article’s data comes solely from CivicScience’s database, which contains nearly 700,000 poll questions and 5 billion consumer insights.