62 million U.S. consumers start holiday shop early

According to new data from Mediamark Research & Intelligence (MRI), most holiday shoppers will begin their shopping after Thanksgiving. However, around a third, or 62.3 million adult consumers, plan to begin their shopping earlier this year.

"Black Friday may be the traditional start of the holiday shopping season, but - as many retailers have recognized - its strength has diminished as millions of Americans begin their shopping before Thanksgiving," said MRI in a recent announcement.

"Understanding who these consumers are and how best to reach them will give marketers a leg up in what is shaping up to a be a difficult holiday season for retailers."

So who are the consumers most likely to already be trawling your website for holiday shopping bargains?

Unsurprisingly, 62% are women and they are mostly from the Baby Boomer generation (38%).

The MRI data show that household income is not necessarily a driver for early holiday shopping, although indications are that those with children are likely to make up a large majority judging by the numbers of early shoppers purchasing toys.

Another somewhat surprising finding from the MRI research is that, despite starting their holiday shopping early, many (68.8%) gave gift cards, often seen as a last-minute "don't know what to get" solution. The increased flexibility and creative ways in which they can be presented and used, is obviously proving a hit with consumers again this year, as it did last.

Tags: Black Friday, gift cards, holiday season, holiday shopping, online shopping, Thanksgiving