Retailers Embrace Year-Round Holiday Planning: New Data from Faire Shows Early Holiday Preparation Trends

Consumers are keeping the holiday spirit alive well beyond December, with trends like “Christmas in July” and the growing habit of putting up decorations as early as November. This extended holiday enthusiasm is influencing retailers, who are now embracing year-round holiday planning to keep up with evolving shopping behaviors.

According to new data from Faire, the holiday season has become a continuous shopping event. Over the past two years, “Christmas” has been one of the most searched terms on the platform every day of the year—demonstrating that retailers are constantly preparing for the holidays to meet consumer demand.

Holiday-related searches on Faire saw an early surge this year, beginning in mid-August, which mirrors patterns from 2023. In contrast, holiday searches in 2022 didn’t pick up until mid-September, signaling that holiday planning is starting earlier each year.

When Do Retailers Begin Stocking Up for the Holidays?

A recent survey of Faire retailers revealed that many begin purchasing holiday inventory immediately after the previous season ends, with some starting as early as January or February. While summer focuses on items like ornaments and stocking stuffers, the majority of holiday purchasing occurs in September and October, as retailers gear up for the busy season and seek out trending products.

Survey respondents shared their holiday purchasing timelines, with each month representing a portion of retailers who begin stocking up during that period.

When Do Consumers Start Holiday Shopping?

Shoppers, too, are starting earlier. Faire’s survey shows that many retailers notice holiday sales picking up in September, with a sharp increase in November. This suggests that consumers are getting a head start on their holiday shopping well before the traditional last-minute rush.

In-Store Shopping Still Dominates

While online shopping continues to grow, nearly 70% of multi-channel retailers reported that most of their holiday sales come from in-store purchases. Shoppers still value the in-person experience—whether it’s browsing for unique gifts, getting advice from shopkeepers, or enjoying the festive atmosphere of physical stores.

How Retailers Are Preparing for the Season

To stand out this holiday season, many retailers are planning special offerings to enhance the in-store shopping experience. According to the survey, independent retailers are introducing perks like:

  • In-store events: Holiday markets, DIY workshops, and seasonal celebrations.
  • Special sales & discounts: Including Black Friday and Cyber Monday promotions.
  • Free gifts with purchases: Adding a little something extra for shoppers.
  • Free gift wrapping: Offering convenience for busy customers.
  • Limited-edition products: Perfect for unique and hard-to-find gifts.

Faire’s Role in Supporting Retailers Year-Round

Faire’s platform supports retailers with flexible buying options, quick restocking capabilities, and access to trending products that resonate with consumers. With these tools, retailers can keep their shelves stocked and stay prepared for the holiday season all year long.

Retailers can discover new products and prepare for the holidays by visiting Faire.com.

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