Early spending

Fluent Commerce has published new research showing many consumers plan to start their holiday shopping early in 2021


In the US, nearly a third (28%) planned to start before November, with more than half before Black Friday. Looking at consumer spending plans, in the US, almost a third of shoppers plan to spend more than they did last holiday season, with 17% saying they will spend much more.

Asked about their plans to shop in-store vs online, 17% of US and 11% of UK consumers plan to do all of their holiday shopping in-store. In addition, over three-quarters of US consumers and nearly 9 in 10 of UK consumers plan to do at least some of their holiday shopping online, with women favouring online more than men.