While some of us are ready to revel in warmer weather, summer barbecues, and weekend beach getaways, many shoppers already have their minds on the holidays.
Sixty percent of consumers are beginning their holiday shopping in the summer, according to a recent RetailMeNot survey of 1,000 U.S. adults. They’re getting a head start because of growing economic uncertainty, global tariffs that are set to increase prices, and supply chain disruptions that could reduce product availability.
These headwinds have laid the groundwork for another shift in consumer behavior: the rise of precision shopping. More shoppers are planning ahead for routine purchases, timing their purchases around seasonal sales, and stacking savings with promo codes, loyalty perks, and cash back offers, our research found.
Here’s what all this could mean for retailers, consumers, and the overall 2025 holiday shopping landscape.
Retailers Are Rewriting the Rules—Prime Day Is Just the Beginning
More retailers are following Amazon’s footsteps and using summer to launch marquee shopping events. Along with Prime Day, there’s Target Circle Week and “Epic Summer Sales” at Wayfair and Lowe’s.
Our research shows consumers are capitalizing on these shopping events to check items off their gift lists early. July has become the hottest month for holiday shopping, with 22% of consumers we surveyed saying they plan to shop during Prime Day. Eighteen percent even said they already started holiday shopping in June.
Consumers can reap even more value out of this hybrid summer/holiday shopping season by stacking deals such as loyalty rewards, promo codes, and using cashback tools. For example, a shopper could use a mobile or desktop app that automatically applies promo codes and cash back offers, then pay with their store card to get an exclusive discount.
Retailers that satisfy consumers’ need to shop early with timely deals will have a strategic advantage heading into peak holiday shopping season this November and December.
Want the Best Price and a Guaranteed Gift? Preorder Season Is Here
Preorders offer several advantages for retailers and cost-conscious early shoppers alike.
If there’s high demand and stockout issues with certain products, preorders allow consumers to gain access to them by essentially reserving their spot in line. They can also get special discounts or lock in a lower price. Retailers benefit because they can more accurately predict demand, manage their inventory, and improve cash flow.
Big retailers are already in on this secret, as Amazon is one of the few that offers a preorder guarantee. Its guarantee says that if the price drops before release, a shopper will get the lowest price.
More retailers should consider offering the same shopper incentive to better compete. In the meantime, consumers can ensure they get the best price by setting alerts using dedicated shopping apps or browser extensions built for this purpose. Our research indicates only 9% of shoppers use price tracking tools. More shoppers should make it a habit to track prices early, so they can get the best deals on future holiday gifts.
Strategic Shopping is In — Impulse Buying is Out
We’re not only seeing consumers shop early, but they’re also shopping with precision.
In uncertain economic times, shoppers are even more careful with their dollars. In our survey, 45% said they’ll only buy gifts with a discount, and 33% said they prefer shopping early in the season to avoid last-minute stress.
What’s even more interesting is that some consumers are turning to emerging technology and social media to plan their purchases, minimize shopping-related anxiety, and find the best deals.
Nineteen percent are using artificial intelligence (AI) for gift lists, and 15% are using it to find viral gift ideas. Gen Zers are leading this trend, as 20% of adult Gen Z shoppers will use AI to create gift lists, while 25% will head to TikTok this year for gift ideas.
There’s been a noticeable shift from spontaneous to intentional, tech-assisted shopping among consumers. Retailers can take advantage of this shift by producing AI-friendly content, such as SEO-optimized gift guides and product descriptions that are easy for AI tools and search engines to crawl, as well as short-form video content for TikTok and YouTube Shorts to reach younger shoppers.
AI chat interfaces and video platforms are the new go-to search engines. Retailers need to incorporate these emerging shopping channels into their holiday strategy to accelerate the path to purchase for consumers.
Trust is a Premium for Early Holiday Shoppers
While shoppers are turning to AI to curate their shopping lists, they also rely on several trusted sites to help them unearth deals.
Thirty-four percent of shoppers place the most trust in reviews, deals, and cashback sites to discover the top holiday discounts this year, while 29% trust loyalty programs and store emails. Another 20% trust browsers that automatically apply discounts.
Retailers can help shoppers get prepared for the holiday season by offering a holiday savings toolkit from these trusted sources. This toolkit can include recommended browser extensions, gift planning guides, and a calendar of upcoming shopping events like Prime Day, along with the best deals featured during these events.
Offering this resource will build trust and loyalty because it will position retailers as problem solvers for consumers, not just sellers.
Early Birds Aren’t Just Saving—They’re Winning
Amid tariff, supply chain, and economic concerns, consumers are planning ahead to maximize their savings.
They’re embracing precision shopping to stack and save — whether it means using AI to create tailored gift lists, turning to deals, cashback sites, or loyalty programs for discounts, or using Prime Day and other July shopping events as launch pads for early holiday shopping.
In 2025, holiday shopping won’t be confined to only the fall or winter. It’s kicking into high gear right now in the summer months. With this year’s extended holiday shopping season, retailers can meet consumers’ needs with discounts, toolkits, guides, and more that empower them to unlock savings early and often.
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