Consumer Behavior

Supply chain worries prompt early holiday shopping

Photo by istock.com

November 4, 2021

Nearly half, 42%, of U.S. consumers began shopping early for holiday gifts this year due to supply concerns with more than four in 10 already having gifts bought by October.

Despite the super early shopping jump consumer traditions are still in play, according to an NPD survey.

"The holiday shopping season has changed, but consumer-driven traditions — like taking pleasure in the quest for the perfect gift — will endure even amid pandemic-driven concerns," Marshal Cohen, chief retail industry advisor for NPD, said in a press release on the findings. "Consumers will hold on to the core characteristics of holiday shopping that mean the most to them, even if the ways they are achieved need to evolve."

Fewer than half of consumers don't expect to find a particular holiday gift they hope to purchase this year and 43% indicated they were prepared to buy alternative items if they can't find what they want.

"Once again, this year's holiday shopping season will look different than past year's, in terms of when and how purchases are made, as well as the types of gifts that are given," Cohen said in the release. "The here-and-now shopping mindset that consumers have adopted through the pandemic will continue to play out during the holidays, so manufacturers and retailers must be prepared to pivot along with shoppers."