More than half of 2016 Christmas holiday shoppers (55%) cited that they started their researching for the potential gifts in October & September or earlier, compared to 46% begun their researching journey in November (36%) & December (32%) -27% at the first 2 weeks of December while only 5% at the last 2 weeks-.

33% of the early purchasers – who bought during October & September or earlier – did actually purchase at that time, compared to the 68% of the later purchasers – in November & December – who did actually purchase.

The most researching (33%) and purchasing (36%) period was in November and the lowest researching (2%) and purchasing (5%) took place in the last 2 weeks of December.

A Graph Shows Holiday research vs. purchasing timeline, 2017 Based on NRF.