Merry Christmas…. In early October?
Walmart, Amazon, and Target are launching major sales events weeks ahead of the traditional Black Friday rush, aiming to capture a growing cohort of consumers who plan to start their holiday shopping well before Halloween and making October the new battleground for early holiday sales.
Walmart is kicking off its Holiday Deals event from October 8 to October 13, featuring deep discounts across electronics, toys, fashion, and home goods. This event marks one of the earliest starts to Walmart’s holiday sales season in recent years.
To attract more shoppers, Walmart+ members will receive exclusive early access to online deals beginning at midnight on October 8, with the general public gaining access at noon that same day.
The retail giant’s strategy aligns with a broader industry trend toward early sales to appeal to price-conscious consumers. A recent Bankrate survey highlighted that nearly half of U.S. shoppers will begin their holiday shopping before Halloween.
Walmart's product range during the event is designed to cover a wide array of consumer needs. The retailer will offer notable deals on top brands such as Disney, LEGO, and Barbie, along with exclusive fashion and home decor items priced under $5.
Electronics, one of the most popular categories during holiday shopping, will also see steep discounts. In addition, Walmart has expanded its marketplace offerings, which now include sneakers, beauty products and collectibles, further diversifying its catalog.
Amazon’s Prime Big Deal Days, scheduled for October 8 and 9, follow the success of Prime Day, which has evolved into one of the largest shopping events globally. This fall version of Prime Day is designed to capture early holiday shoppers and provide Prime members with exclusive deals on popular items. As with its summer counterpart, the fall event is expected to feature discounts on Amazon devices such as Echo speakers, Fire tablets, and smart home products.
Target’s Circle Week, running from October 6 to 12, aims to offer a blend of early access to deals for Target Circle members and an emphasis on home goods, toys, and fashion. Target’s growing stable of exclusive brands and designer collaborations provides it with a unique positioning in the holiday market.
The early start is a response to changing consumer behavior, driven by inflationary pressures and concerns over economic instability.
According to industry forecasts, U.S. holiday retail sales are expected to grow by just 1.2% to 3.5% this year—markedly lower than in previous years. Retailers are feeling the pinch as consumers remain cautious about discretionary spending.
The late timing of Thanksgiving in 2024, which cuts a week from the typical holiday shopping period, adds to the challenges retailers face.
This shift in strategy could have long-lasting effects on the retail industry, especially as consumers become more accustomed to earlier holiday deals. Other retailers, such as Best Buy and Kohl’s, are also likely to follow suit, launching their own early sales events to remain competitive. These changes signal that the holiday shopping season may no longer be confined to the traditional November and December period, as retailers seek to capture consumer attention well in advance.
