Holiday shopping starts mid-year: Shopify

With the high cost of living putting pressure, Shopify has noticed that customers are starting to stock up on Christmas essentials nearly six months in advance.

Holiday product sales are rising, and customers are trying to find the best value to make their dollar go further this year. 

Shopify says between June and July 2024, the following holiday products are already trending and sales are growing on its e-commerce platform. 

• Advent calendar sales grew +4,463%
• Seasonal and holiday decorations sales grew +115%
• Holiday ornaments sales grew +93%
• Tree stand sales grew +85%

Online sales and promotions are the driving force

While not all businesses can afford sales and promotions, Shopify merchant Mr. Christmas, LLC, saw a 200% increase in online sales in July. This is strictly due to its Christmas in July promotion and new vintage collections. 

Another merchant, King of Christmas, has generated “more revenue this July than they did in the entire Q1 and Q2 combined,” says Shopify president Harley Finkelstein.

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Consumer behaviour amid cost of living crisis

Shopify recently released a retail report, proving that there is a bigger drive from customers shopping for sales and bargains. According to its own research, 80% of Australian shoppers spend less on shopping, while 54% shop for sales and bargains.

However, this makes it a tough environment for businesses. The Australian Retailers Association’s CEO, Paul Zahra, warns that shoppers are becoming more value-driven, which could also drive competition among retailers. 

This has been marred as an “extremely difficult” period for retailers. Not only do businesses have to cater to these discount demands, but they also have to manage their own interests to make profit margins.

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