Nov 24, 2023 By Katherine Mansfield 5 min read

Traditionally, more than half of Americans start their holiday shopping by the middle of November, and most have lists ready for checking twice by today, Black Friday, the most frenetic and iconic of all shopping days.

But for many, this year’s holiday shopping looks a little different.

“I started shopping for Christmas probably in the middle of the summer this year,” laughed Sarah Bell, of Carmichaels.

Bell is not alone. Last year, nearly half of all holiday shoppers started buying before November, and this year, 39% said they planned to press “purchase” earlier in the season than usual, according to the National Retail Federation’s annual holiday shopping outlook.

“We’ve seen an influx the past couple weeks, for sure,” said Megan Hindes, marketing director for Tanger Outlets in South Strabane, about holiday shoppers.

In this photo from 2021, Amber McCrerey, left, Pat McCrerey and Kaylee Atkins were among several groups of shoppers checking items off their Christmas lists ahead of Thanksgiving and Black Friday at Tanger Outlets.

Tanger kicked off the holiday shopping season Nov. 11 with its annual Light Up Night.

“It definitely was busier than the past couple years,” Hindes said. “We went through a lot of hot cocoa. Some of our retailers have geared up by offering some incentives prior (to Black Friday). There’ll be additional deals on Black Friday and the whole weekend.”

Some might consider early shoppers overachievers, but for most, it’s economical. People who kicked off the holiday shopping season with Amazon Prime Deal Days in October and early Black Friday sales will most likely continue shopping into early December, according to the NRF, allowing them to spend more evenly and score deals all season long.

“I really like buying gifts for people, but also, gifts cost money, so this year I’ve been trying to be a lot more conscious about it because it feels like everything is so much more expensive,” Bell said, noting the cost of groceries alone is higher now than it was this time last year. “I think I’m more aware of deals for people who are harder to shop for. If I have no idea what one thing I would want to get them, maybe if something goes on deals, then that’s the answer for me.”

Taking advantage of holly jolly discounts is a great way to cut costs, but there are other ways to shop without breaking the bank, said Gary Boatman, a certified financial planner based in Monessen.

“Everyone’s feeling inflation. Sixty percent of all families are living paycheck to paycheck,” said Boatman. “People have to have a budget and they have to pay cash.”

Cash is king because, Boatman said, credit card debt is now over 20%; plus, studies show that handing over dollar bills causes a physical reaction that people just don’t get when swiping plastic or using PayPal.

Price comparing before purchasing is also an easy way to stick to the holiday budget.

“It’s easy to compare prices now,” Boatman said. “There are some apps that show you where the best sale prices are. So much you can find online. Of course, you don’t want to drive across town to save 10 cents.”

Though some shoppers are scaling back on holiday purchases (The Conference Board reported in October that many were prioritizing gifts over non-gift items like decor and food), the NRF forecasts this will be the highest holiday spending season in years. Spending in November and December could increase 3 to 4% over last year, and rake in between $957.3 billion and $966.6 billion, the report said.

“It is not surprising to see holiday sales growth returning to pre-pandemic levels,” Matthew Shay, NRF president and CEO, said in a news release. “Overall household finances remain in good shape and will continue to support the consumer’s ability to spend.”

But in households where wallets are thin, a very merry holiday is often clouded by thoughts of how to cut costs.

“We have to get back to ‘It’s the thought that counts.’ People don’t want to hear that, retailers don’t want to hear that,” Boatman said. “It’s a tough year. People don’t feel good about the economy.”

That’s why he recommends creativity over bright paper packages tied up with string.

“There’s different ways to show that you’re thinking about somebody and that you care besides spending a lot of money,” Boatman said, noting baking, knitting and other crafts make for sweet, personal gifts. “Some families have Secret Santas. You’ll buy for one person instead of trying to buy for everybody. That might be a good thing to bring back when times are tough for everybody.”

No matter how tight the budget this year, holiday shopping should be joyous – and Bell is making sure to keep her spirits bright, even if she is purchasing fewer presents for family and friends.

“When you’re thinking about money so much and how you’re spending so much, that’s stressful, which does take a little joy out of the shopping,” Bell admitted. “Christmas is my favorite holiday. I still feel a lot of joy around the season. I’m trying to shift the framework for myself. At the end of the day, it’s not supposed to be about the gifts, anyway. The season itself is joyful by nature, so I’m just trying to kind of lean into more of that and enjoy the season without worrying about the buying.”