Millions Of Consumers Have Already Started Their Holiday Shopping

About one-third of all consumers and half of all parents have already begun their holiday shopping, according to a new survey.

The survey, Rubicon Project’s second annual Holiday Consumer Pulse Poll, polled 1,003 shoppers across the U.S. and found that about a third of Americans started their holiday shopping before Labor Day and that consumers plan to spend almost 12 percent more on holiday gifts this year compared to last.

“This year’s survey shows that consumers are shopping earlier than ever, taking control of when, where and how they plan to spend billions of dollars on holiday gifts,” Harry Patz, Rubicon Project’s chief revenue officer, said in a statement. “With Americans shopping earlier and spending considerably more this year than last, retailers have a unique opportunity to target shoppers across a variety of media and platforms. The research shows that parents and millennials in particular will be two key drivers behind this year’s increase in holiday spend.”

U.S. shoppers plan to spend an average of $1,175 this holiday season, a 12 percent jump from last year, although men are planning to spend more ($1,360) than women ($1,028).

Nearly three out of four (73 percent) consumers said they planned to shop online this holiday season, while one in three consumers said they planned to shop on mobile. Twenty-two percent of all shoppers and 28 percent of millennials said they do not plan to shop at all in brick-and-mortar stores this holiday season.

Parents plan to spend $495 per child this holiday shopping season, while “experiences,” such as travel, concerts or sporting events, will be the top spend area at $440, followed by technology at $378.