APPLETON, WI (WTAQ-WLUK) – It may only be October, but many Americans are already getting their shopping done for the holidays.
According to the National Retail Federation, 44% of holiday shoppers say it’s better to buy gifts now because they believe inflation will continue to impact prices later in the year.
Christmas is still more than two months away, but Jill Brauer of Appleton tells FOX 11 she has already started her shopping.
“I want to make sure to get my shopping done in advance while it’s still available and things are still okay, but yes of course it makes me nervous.”
A recent National Retail Federation survey suggests 31% of shoppers agree with Brauer; It’s best to buy items now, because the deals won’t get any better.
Brauer says being a bartender during a time with high prices, money can be tight for her.
“I fear that with things in the upcoming months that maybe we won’t be able to have as many customers, as many people being able to go out and enjoy themselves, especially with the holiday season.”
Big retailers like Target and Amazon have already kicked off holiday savings for this season.
The NRF says early deals help consumers to spread out their budget over a longer period of time, plus search for the best deal for their holiday purchases.
“I think I’m going to hold off a little bit until a little bit later for Amazon,” said Brauer. “I did purchase a few items, but I’m curious what they’re offering throughout the year.”
An NRF survey of 2,000 consumers done in late September found that 62% of holiday shoppers agree that it is important to spend on holiday gifts and celebrations.
But, 43% say they don’t earn enough to cover the costs of gifts and other holiday items this year.
“I think it also depends on what the hot toy is and how bad they want it,” said Brauer.
These shoppers are looking for other ways to supplement their income:
Including going into savings, bringing on credit card debt, using services like buy now, pay later, and selling assets.
“I think people will see the repercussion after when the bills come in more so than when the excitement of Christmas is beginning,” said Brauer.
45% of holiday shoppers say they are likely to browse and buy in stores on Black Friday this year.
“Most of the time I’m a late shopper,” said Josh Hill.
Although, with the on-going supply chain issues and rising prices, Hill says he’ll most likely stay away from Black Friday — and look for his deals online.
“A lot of things will get more expensive, probably hard to get a lot of stuff. I’m sure a lot of the shelves won’t be stocked, hard to keep them stocked.”.
Retailers say they’ve started planning early on for the busy holiday shopping season.
They have been learning from the ongoing supply chain disruptions and enacting mitigation strategies.
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