Image Credit: ADOBE STOCK

Apparently 'twas the season to shop for Christmas before Halloween was even over.

In grocery stores and other retailers around the Thompson-Okanagan region, Christmas decorations, gifts and supplies could be seen well before Oct. 31.

Eric Li, associate professor of marketing at UBC Okanagan, said there are a few reasons for that.

In the last few years, global supply chain issues have prompted shoppers to order early for their gifts to arrive in time for Christmas.

This has continued into the 2022 season.

“The earlier you order, the more likely you’ll get your gift, rather than getting gifts in February,” he said, adding he can see marketers pushing promotions earlier to ensure customers get the items they want.

Shoppers also have a tendency to over-consume at specific events like Boxing Day and Black Friday which fuels sales and there’s competition with businesses during these events, Li said.

“The earlier you start to move, it’s highly likely you’ll get some early birds drawn into the game,” he said.

With rising interest rates, shoppers are also looking for deals and marketers know this. As the price of goods continues to increase, shoppers are buying earlier as the products may increase in price in a few months time.

“They might cut down their everyday consumption but with festivals or special events coming, everyone tends to spend a little bit more,” Li said.

With impacts still being felt with the global supply chain due the pandemic, cost of shipping and availability of products will remain at the forefront of customer minds in the short to medium term.

"The earlier you start and think about and plan your shopping is much better than saving it for the last minute," he said.

There’s also been a shift from in-person gift buying because of the pandemic. While people will buy gifts in store, many people have started shopping online and that trend is expected to continue with deals and variety online.

The problem with online shopping is the uncertainty around when you’ll get the item, he said, so in-person shopping remains popular.

People also may be taking advantage of the slow season and shopping early to avoid the crowds since we’re used to social distancing amid the pandemic.

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