NRF: 55.7% of holiday shoppers have already begun shopping

An annual mid-season survey released by the National Retail Federation and Prosper Insights & Analytics notes that with the middle of the holiday season, shoppers are stepping out to shop and keenly watching out for early promotions from retailers. More than half of consumers have already started purchasing their shopping list articles.

The survey found that 55.7 percent of shoppers have already started buying holiday gifts, the second-highest level in the history of the survey, down slightly from the record 56.6 percent at the same time last year. Only 3 percent said they were finished shopping.

“Consumers are looking for great prices and promotions earlier than ever, and retailers answered that demand by offering Black Friday deals as soon as the day after Halloween,” NRF President and CEO Matthew Shay said. “This time of year is about finding the right gifts while staying on budget. For those looking for anything from toys to apparel at retailers large and small, in-store or online, retailers are ready with great merchandise at affordable prices.”

Clothing and accessories remain the most popular gifts this year, given by 61 percent of shoppers; 56 percent will give gift cards. Holiday shoppers are planning to purchase an average of three gift cards with an approximate value of $46 per card, the second most-popular gift after clothing.

“With more promotions to come, shoppers will have ample opportunities this holiday season to seek out the perfect presents — either for themselves or for others,” Prosper Principal Analyst Pam Goodfellow said.