If you think you're hearing jingles earlier than ever this year, you're not imagining it. In fact, some retailers started launching their holiday sales back in October. And consumers, who are eager to spend while sticking to budgets, are happy to get a head start.
"The Black Friday season is earlier than ever on both the retailer side and consumer side," says Brad Wilson, founder of BradsDeals.com and BlackFriday2012.com, who notes that traffic on his Black Friday site was up 45 percent in October. "Retailers are climbing on top of themselves to put out an earlier ad," he adds.
The coupon site RetailMeNot.com has coined a new term for the so-called "Christmas creep"—OctoNovemCember. In a survey of 1,000 parents, it found that four in 10 said they started their holiday shopping before November, and just 12 percent said they would wait to shop until Black Friday, the day after Thanksgiving. One in three said they would be completely done with their shopping by Cyber Monday, the Monday after Thanksgiving.
Kristen Nelson of RetailMeNot.com attributes that shift to consumers' desire to plan their budgets in advance and parse out expenses over the months leading up to the holidays. "Because of that, retailers are starting early with promotions to take advantage of that consumer who's already checking off items now," she says.
A holiday shopping survey from the consultancy Accenture similarly found that shoppers are balancing a comfort with spending more than they did last year with the desire to be financially responsible. The survey found that about half of shoppers said they planned to increase their spending by $250 or more.
"Shoppers are being more disciplined, but they're also looking to spend more," says Chris Donnelly, managing director of Accenture's Retail practice. "If people are planning to only spend a certain amount of money, you want to get them early," he adds.
Here are five more trends spotted by retail experts this season—and how consumers can use them to their advantage:
1. Black Friday is increasingly meaningless.
Last year, retailers set records in their efforts to open early for Black Friday. In fact, some of the biggest retailers, including Toys 'R Us, Wal-Mart, Target, and Best Buy, opened their doors as soon as the Thanksgiving dishes were cleared, at midnight or earlier on Thanksgiving itself. But this year, the story is completely different: Because sales are starting so early, in October and November, Black Friday will feel more like any other shopping day.
"The importance of Black Friday has been diluted. It no longer serves as the true starting line for the holiday season," says Donnelly. He predicts that the day will only become less important in the coming years, as more people shop online at all times and retailers offer multiple rounds of discounts starting in early fall.
Consumer tip: Shop when you see discounts, instead of waiting for Black Friday. While some items, including electronics, will continue to see heavy markdowns on that day, many other products will go on sale beforehand.
2. Big retailers have launched price-matching policies.
At Target, if shoppers present a lower price for certain items from competitors (including Amazon.com and Walmart.com), Target will match that price. The offer extends through Christmas Eve. Best Buy will also match prices on identical products sold through local retailers (but not through competitors' websites).
Wilson says he expects more retailers to offer such deals, but he worries that the many rules and restrictions in place will result in customer confusion and disappointment. Since it's the first year for such policies, he says, "We might see horror stories about customers expecting one thing and getting another."