In The Godfather, Don Vito Corleone says, “A man who doesn't spend time with his family can never be a real man.” In e-commerce, a brand that doesn’t spend time planning in July can never expect to win in December.  

We’re not being dramatic. Well, maybe just a little.  

I mean, you wouldn’t prep for a summer wedding the week before, right? So why not start planning for your biggest revenue quarter while it’s already here?

It’s time to roll up your sleeves and get deadly serious about Q4 inventory, fulfillment, campaigns, customer support, and all. Because if you wait until the leaves turn red, your cart abandonment rate might turn redder.  

So, let’s start early, stay ahead, and come December, you’ll be the one telling your customers: “I’m gonna make you an offer you can’t refuse.”

Did you know?

• 32% of shoppers begin their holiday spendings between July and October. By November, 58% had already bought their first present.

• In just four days, from July 8 to 11, 2025, U.S. shoppers spent $24.1 billion online, marking a 30% increase from last year. Merchants can analyze what sold (and what didn’t) to fine-tune their December game plan.

• 62% of shoppers still finish buying in December, so your strategy needs to sprint early and last through the holiday marathon.

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Why does the holiday rush start so early for e-commerce?

When it’s 30°C outside and stores are already decorated with fairy lights, it’s not holiday confusion, it’s strategy. Here's why:

1. Consumers are budgeting smarter and earlier

The average U.S. shopper spent over $1,000 during the 2024 holiday season. And in 2025, with inflation, interest rates, and living costs still top of mind, buyers aren’t waiting for December to drop it all at once.

• 32% of consumers begin gift buying between July and October

• By early November, 58% have already checked off at least one item

• Still, 62% of total shopping wraps up in December

That means shoppers are spreading their budgets out over 4–5 months. The holiday rush is now a slow drip, one deal, one dopamine hit at a time.  

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2. The first price sets the bar and brain

Call it FOMO or call it smart shopping, but today’s buyers are more price-sensitive than ever.
When Amazon extended Prime Day to a 96-hour event this year, it wasn’t just for optics.

• According to Adobe Analytics, U.S. consumers spent $24.1 billion online during July 8–11, 2025, a 30% jump from 2024

Why? Because shoppers are anchored to the price they see first. If they see something at $219 in July, paying $249 in November, it feels like a loss, even if the product’s value hasn’t changed.

And once they make a purchase early? That brand gets preference when round two rolls around in Q4. Because when it’s time to buy again and their screen’s flooded with discounts and promo codes, most shoppers just go with the brand they already bought from because they’ve been there, done that, and it worked. Yes, retention creates much more value than acquisition.

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3. Tariffs, delays & global headaches are changing how people shop

To be frank, this whole “holiday prep in July” isn’t just cute branding anymore. It’s survival mode.

Between tariffs hitting thousands of SKUs, freight costs yo-yoing, and ports moving slower than our Monday brain, shoppers are no longer browsing, they’re planning like logistics managers.

• Electronics, toys, and home goods are feeling the heat

• Delivery delays still aren’t cute, especially when 21% of oversized online purchases arrive damaged, and carriers continue to report damage rates of 12–15% for furniture alone.

• And nearly 40% of shoppers now say they buy early just to make sure their order shows up at all

The fear isn’t missing a deal. It’s missing the product.  Availability > price. And that’s a big shift. So, what are people doing?
They’re ordering early. Stashing gifts in closets in July, making sure their future self isn’t crying in December.

And while they’re thinking like grown-ups, they’re also thinking: “What if it breaks right before I use it?”  

Turns out, it’s a real concern: 60% of U.S. shoppers got something damaged in the past year, and 57% said, “never again” to the brand.  

But with SureBright, the extended warranty platform built for modern retail, your product becomes the safe bet. Because in 2025, protection is the new promotion.‍

Wanna talk about how to make your products the safe bet this season?

Say Hello! - we’re always around.
👉 surebright.com/contactus

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4. Enter early and exit late

Here’s what most brands overlook:
62% of shoppers still finish their buying in December. Holiday shopping in 2025 plays out in two parts:

• Act 1: The planners: Budget-conscious, early researchers, are already building their carts.

• Act 2: The deadline chasers: Rushing under pressure, craving fast shipping, and buying whatever’s still in stock with the least amount of hassle.

The smartest brands aren’t pushing Christmas earlier, they’re expanding the timeline. Because if you’re there when the planning starts and when the panic hits?
You’re not just the brand they notice first.
You’re the one they rely on when it matters most. You're their Don Vito Corleone.

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The holiday race quietly started last week (and everyone is already running)

While we’re still pushing summer clearance, the big players are already deep into holiday mode.

• Wayfair ran a full-on Black Friday in July blowout up to 80% off. Yep, they were stress-testing their warehouses before peak season even got on the calendar.

• QVC went full throttle with a 24/7 livestream marathon, warming up its hosts, tech, and customer base for the real deal in November.

• Best Buy launched a Black Friday-style electronics blitz, pulling in early tech buyers before back-to-school even started.

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What every merchant (online or In-store) should start doing in July

Okay! Let’s be quick. Scroll through, see what clicks. And if anything makes you go “uhh… I should probably fix that,” now’s the time. Not October. Now.

A little extra care goes a long way

Peak season is trouble in a gift-wrapped box. Orders pile up, things break, someone’s dog eats the tracking number, and come on, you know the odds.

Because when stuff goes sideways, and it will, shoppers don’t blame the courier, or the weather, they blame you.

You know what? one brand went from a 4.3 to a 4.6-star rating in just four months. No more “my package arrived like it fought a bear” complaints. Why? SureBright, the extended warranty platform, covered their back with accidental damage and shipping protection.

📦 Want that kind of backup? Talk to us , because we get it.

Finally,

The holiday rush doesn’t explode overnight. It creeps in calmly through July carts, quiet deals, and customers checking things off while no one’s paying attention. By the time November hits, it’s not planning season. It’s game time.

Start now. While it’s quiet. While you still have control. Because in this situation, you’re either prepared... or you’re apologizing.

And in e-commerce,
“A business which doesn’t spend time planning in July can’t expect to win in December.”

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