Consumer Behavior

Many consumers will start holiday shopping before Black Friday

Adobe Stock

August 20, 2026

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A hefty number of shoppers, 83%, will begin planning for holiday purchases before Black Friday, according to a Consumer Pulse research report, and 71% will start holiday shopping before Black Friday. The report was released by Attentive, an omnichannel marketing platform

One reason for the earlier than usual shopping activity is that 84% expect brands and retailers to launch deals before Black Friday, according to a press release. A good majority, 87%, expect the economy to change how they shop during the Black Friday and Cyber Monday sales days.

"Brands are used to treating Black Friday as the starting line for holiday marketing. This year, it will be the continuation of months of customer engagement," Jema Birkmeyer, vice president of strategic sales at Attentive. "Consumers are discovering products, comparing options, and deciding which brands they trust long before the holiday rush. The retailers that win this holiday season will be the ones using AI to understand and deliver on individual customer preferences, serve timely, personalized experiences across every channel, and strengthen relationships well before promotions begin."

Consumer Behavior