Walk into almost any shopping centre right now, and you will spot them: boxes of fruit mince pies stacked right beside Halloween masks, and tinsel gleaming beneath bright supermarket lights. While seeing holiday decorations in September usually triggers a collective groan, shoppers are actually leaning into the early festive rush.
According to new data from Afterpay’s Festive Forecast report, consumers are ditching the chaotic last-minute scramble and quietly sorting their gift lists months ahead of time. Rather than waiting until December to panic-buy scented candles, two-thirds of shoppers (67%) plan to wrap up the bulk of their holiday spending between September and November. Only 26% admit they will leave everything to the final countdown.
The Death of the December Dash
The December dash appears to be on its way out. The main reason? People are simply getting smarter about managing cash flow and avoiding holiday debt. Spreading costs over four months feels significantly less painful than taking a massive hit in a single pay cycle right before New Year’s Eve.
Shoppers are also playing the waiting game. Around 45% say they are deliberately holding out for discount events before committing to big-ticket purchases. That number climbs to a hefty 60% among higher spenders, proving that even those with bigger budgets refuse to pay full price when mega-sales like Black Friday and Click Frenzy sit conveniently on the spring calendar.
Self-Care Stays on the Shopping List
While household budgets might look tighter this year, shoppers refuse to sacrifice little luxuries. An overwhelming 72% plan to spend on self-care items, buying either for friends or treating themselves.
Even when tightening belts across overall spending, people still want that small boost of serotonin. Festive shopping is no longer just about buying socks for relatives; it is equally about rewarding yourself for surviving another demanding year.
Chasing the Cult Trends
The data also reveals how quickly consumers snap up viral trends before stock runs dry. Last year’s purchasing trends showed demand for specific viral items peaked surprisingly early.
Remember the internet obsession with the colour butter yellow? Purchases for that creamy shade hit their absolute high on 28 October. Meanwhile, sales for skincare tools like LED face masks spiked in the middle of October. Savvy shoppers figured out that if a product is trending on your feed in spring, it will probably be sold out by the time Santa actually arrives.
If you thought it was far too early to even think about Christmas, the numbers say you might already be behind.
