The sight of Christmas decorations in September used to be the stuff of nightmares for retail workers. Now? It's just Tuesday at your local Coles, Woolworths, or Big W, and shoppers across Australia are having vastly different reactions to this festive phenomenon.
While some are crying 'Halloween first!' and others are gleefully planning their December spread in early autumn, there's a fascinating psychology at play here that goes well beyond simple seasonal preferences.
The truth is, these early displays might be affecting your spending in ways you haven't considered.
The great September Christmas divide
The reactions on social media paint a clear picture of Australia's split personality when it comes to early Christmas retail. 'Excuse me! Halloween first, then Christmas!' one surprised Big W shopper said on Facebook after seeing the new range, while others are already planning their festive purchases with genuine enthusiasm.
'This makes me happy,' another said. 'I'll be heading there.' Meanwhile, some shoppers find themselves caught between practical resistance and irresistible temptation: 'OMG, I do not need any more Christmas decorations,' a third said, before jokingly adding, 'I can't wait to see what they have. I fear I will not be keeping my word not to buy anything else.'
This perfectly captures the internal battle many of us face when confronted with Christmas displays months before December 25th. But what's actually happening in our brains when we see those twinkling lights and festive displays?
'What we know about consumer behaviour is that a lot of the decision making happens through an emotional lens'
The psychology behind the Christmas creep
Starting Christmas shopping early allows consumers to take their time, avoid stress and spread out the cost, according to consumer psychology research. But there's a catch that many shoppers don't realise.
Dr Paul Harrison from Deakin University, whose insights sparked much of the original discussion, explains that people who start Christmas shopping early often just keep buying. 'You go, 'Oh, and then there's this, and then there's this...' and that might be one thing that retailers are tapping into,' he said.
The research backs this up: in the moment, and just in that moment, we buy things we think we will need. But we discount all the other things that we have bought, and also discount how having all that stuff didn't necessarily make things great last time.
Australian Christmas shopping statistics 2025
76 per cent of Australians plan to spend the same or more this Christmas, with the average budget reaching $660
For the first time in nine years, late November has overtaken December as the peak shopping period, with 63 per cent of consumers planning to complete purchases in November
70 per cent cite sales promotions and discounts as the primary factor in holiday shopping decisions
However, there are genuine benefits to early Christmas planning. Leaving the Christmas shopping to the last minute can also increase your stress levels, which in turn may lead to feeling grouchy about shopping. This should be avoided, as negative emotions can increase the amount consumers spend.
How Australian shopping patterns have shifted
The retail landscape in Australia has undergone a remarkable transformation. For the first time in nine years, late November has overtaken December as the peak period for holiday shopping, with 63 per cent of consumers planning to complete their Christmas purchases in November.
This shift isn't just about convenience—it's about economics. 38 per cent of consumers are doing their Christmas shopping early to avoid the cost of inflation, the risk of shortages (51 per cent), and potential delays (45 per cent). Australian families are becoming increasingly strategic about their festive spending.
Did you know?
Did you know?
If you like shopping in-store, you're more willing to buy products and pay more for them if you touch them. Store displays are specifically designed to encourage consumers to pick up items—a psychological trick that becomes especially powerful during the festive season.
The extended shopping season isn't necessarily negative for consumers. There are advantages to both retailers and consumers: a longer shopping season spreads out the demand, and consumers can spread out their spending over a longer time period.
The retailer's perspective
Big W spokesperson told Yahoo Lifestyle that a range of festive decorations is being rolled out in stores and online from early September, with promises of 'Savvy shoppers can also expect low prices locked in for a range of toys at the top of kids' wish lists from October right up until Christmas time.'
But retailers are also facing challenges with this strategy. As you mentioned, Colleen, there are trade-offs for retailers. One is that they're essentially training consumers to never pay full price, to always expect discounts and promotions.
Smart Christmas shopping strategies for Australian seniors
- Set a Christmas budget early to reduce temptation for excessive spending
- Take time to compare prices—most retailers ensure stock availability later in the season
- Add just one second to your decision-making process when considering purchases—this helps your brain gather more information and ignore irrelevant marketing displays
- Use cash when possible rather than cards—people tend to spend more when using plastic
- Consider buying second-hand gifts, as many find them meaningful
Finding your Christmas shopping sweet spot
The key is finding what Dr Harrison calls the 'golden moment' - you don't want to be shopping the night before Christmas, but you also don't want to be shopping for Christmas six months before.
For many Australian seniors, this sweet spot might be different from younger shoppers. Younger shoppers expect their products to be delivered or available for pickup much sooner than older shoppers—and are more willing to pay for expedited delivery, while more experienced shoppers often prefer the certainty of having purchases completed well in advance.
The mental health benefits of early planning shouldn't be ignored either. Putting up Christmas trees and decorations early might actually make you happier! Experts believe it can tap into childhood magic and excitement of the holidays which ultimately boosts your mood.
The bottom line for Australian shoppers
Whether you're team 'Christmas in September' or firmly in the 'Halloween first' camp, the research suggests that being aware of your shopping patterns is more important than the timing itself.
The key findings suggest that retailers need to be prepared early to capture demand during critical sales periods, but consumers need to be equally prepared to resist the psychological nudges that can lead to overspending.
Focus on the idea of Christmas—time with family and friends, treating ourselves to novel food, eating all the great fruit that's available this time of year—rather than succumbing to the commercial nudges that seem to have become imperative to Christmas.
What This Means For You
The retailers will continue to push Christmas earlier each year—that's simply good business. But armed with an understanding of why we respond the way we do to those twinkling displays, Australian shoppers can make more informed decisions about when and how to approach their festive spending.
What's your take on the September Christmas phenomenon? Do you find yourself drawn to those early displays, or are you firmly holding the line until December? Share your Christmas shopping strategies and timing preferences in the comments below—your fellow readers might just discover their own perfect 'golden moment' for holiday preparations.
Original Article
https://au.lifestyle.yahoo.com/divi...d-big-w-in-september-excuse-me-044218156.html
Australian Retail Trading Hour Calendar For 2025
Cited text: Retail Trading Hours on Public Holidays A complete resource covering retail trading hours across all Australian national public holidays and State/Ter...
Excerpt: Halloween first, then Christmas!' one surprised Big W shopper said on Facebook after seeing the new range
https://www.retail.org.au/retail-trading-hours-on-public-holidays
Why Early Christmas Shopping Can Support Your Mental Health | Psychology Today United Kingdom
Cited text: Starting Christmas shopping early allows consumers to take their time, avoid stress and spread out the cost.
Excerpt: Starting Christmas shopping early allows consumers to take their time, avoid stress and spread out the cost
https://www.psychologytoday.com/gb/...stmas-shopping-can-support-your-mental-health
The psychology of Christmas shopping: how marketers nudge you to buy | this.
Cited text: So, in the moment, and just in that moment, we buy things we think we will need. But we discount all the other things that we have bought, and also di...
Excerpt: in the moment, and just in that moment, we buy things we think we will need. But we discount all the other things that we have bought, and also discount how having all that stuff didn't necessarily make things great last time
https://this.deakin.edu.au/society/...stmas-shopping-how-marketers-nudge-you-to-buy
Unpacking Australia's 2024 Christmas Shopping Trends | Retail Safari
Cited text: A significant 76 per cent of consumers plan to spend the same or more this holiday season, with the average Christmas budget reaching $660.
Excerpt: 76 per cent of Australians plan to spend the same or more this Christmas, with the average budget reaching $660
https://www.retailsafari.com.au/insights/unpacking-australias-2024-christmas-shopping-trends/
Unpacking Australia's 2024 Christmas Shopping Trends | Retail Safari
Cited text: For the first time in nine years, late November has overtaken December as the peak period for holiday shopping. A total of 63 per cent of consumers plan to co...
Excerpt: For the first time in nine years, late November has overtaken December as the peak shopping period, with 63 per cent of consumers planning to complete purchases in November
https://www.retailsafari.com.au/insights/unpacking-australias-2024-christmas-shopping-trends/
Unpacking Australia's 2024 Christmas Shopping Trends | Retail Safari
Cited text: Bargain hunting will be a dominant theme for 2024, with 70 per cent of Australians citing sales promotions and discounts as the primary factor in their holida...
Excerpt: 70 per cent cite sales promotions and discounts as the primary factor in holiday shopping decisions
https://www.retailsafari.com.au/insights/unpacking-australias-2024-christmas-shopping-trends/
Why Early Christmas Shopping Can Support Your Mental Health | Psychology Today United Kingdom
Cited text: Leaving the Christmas shopping to the last minute can also increase your stress levels, which in turn may lead to feeling grouchy about shopping. This...
Excerpt: Leaving the Christmas shopping to the last minute can also increase your stress levels, which in turn may lead to feeling grouchy about shopping.
https://www.psychologytoday.com/gb/...stmas-shopping-can-support-your-mental-health
Consumer Behavior Worldwide at Christmas—Buybox
Cited text: That's the percentage of Americans who will do their Christmas shopping early to avoid the cost of inflation, the risk of shortages (51 per cent), and po...
Excerpt: 38 per cent of consumers are doing their Christmas shopping early to avoid the cost of inflation, the risk of shortages (51 per cent), and potential delays (45 per cent)
https://www.buybox.net/en/blog/consumer-behavior-worldwide-at-christmas
Consumer Behavior Worldwide at Christmas—Buybox
Cited text: That's the percentage of Americans who will do their Christmas shopping early to avoid the cost of inflation, the risk of shortages (51 per cent), and potenti...
Excerpt: 38 per cent of consumers are doing their Christmas shopping early to avoid the cost of inflation, the risk of shortages (51 per cent), and potential delays (45 per cent)
https://www.buybox.net/en/blog/consumer-behavior-worldwide-at-christmas
Why Early Christmas Shopping Can Support Your Mental Health | Psychology Today United Kingdom
Cited text: If you like shopping in-store, you should know that you are more willing to buy products and pay more for them if you touch them. So, try to keep your...
Excerpt: If you like shopping in-store, you're more willing to buy products and pay more for them if you touch them.
https://www.psychologytoday.com/gb/...stmas-shopping-can-support-your-mental-health
Holiday shopping in 2023: ‘It started early and will end late’
Cited text: Clearly, there are advantages to both retailers and consumers: a longer shopping season spreads out the demand, and consumers can spread out their spe...
Excerpt: There are advantages to both retailers and consumers: a longer shopping season spreads out the demand, and consumers can spread out their spending over a longer time period
https://www.mckinsey.com/industries...ng-in-2023-it-started-early-and-will-end-late
Holiday shopping in 2023: ‘It started early and will end late’
Cited text: But as you mentioned, Colleen, there are trade-offs for retailers. One is that they’re essentially training consumers to never pay full price, to alwa...
Excerpt: As you mentioned, Colleen, there are trade-offs for retailers. One is that they're essentially training consumers to never pay full price, to always expect discounts and promotions
https://www.mckinsey.com/industries...ng-in-2023-it-started-early-and-will-end-late
Why Early Christmas Shopping Can Support Your Mental Health | Psychology Today United Kingdom
Cited text: Setting a Christmas budget can be helpful, as it will reduce the temptation to engage in excessive spending.
Excerpt: Set a Christmas budget early to reduce temptation for excessive spending
https://www.psychologytoday.com/gb/...stmas-shopping-can-support-your-mental-health
Why Early Christmas Shopping Can Support Your Mental Health | Psychology Today United Kingdom
Cited text: This means that you can compare prices and make sure you pay the lowest possible.
Excerpt: Take time to compare prices—most retailers ensure stock availability later in the season
https://www.psychologytoday.com/gb/...stmas-shopping-can-support-your-mental-health
Why Early Christmas Shopping Can Support Your Mental Health | Psychology Today United Kingdom
Cited text: Adding as little as just one second to the time you take when considering a purchase will help you make better decisions. By prolonging the decision-m...
Excerpt: Add just one second to your decision-making process when considering purchases—this helps your brain gather more information and ignore irrelevant marketing displays
https://www.psychologytoday.com/gb/...stmas-shopping-can-support-your-mental-health
Why Early Christmas Shopping Can Support Your Mental Health | Psychology Today United Kingdom
Cited text: Instead, when possible, use cash, as you are more likely to spend more when using a card. People fail to see how much they are actually parting with t...
Excerpt: Use cash when possible rather than cards—people tend to spend more when using plastic
https://www.psychologytoday.com/gb/...stmas-shopping-can-support-your-mental-health
Why Early Christmas Shopping Can Support Your Mental Health | Psychology Today United Kingdom
Cited text: Try buying second-hand gifts, as many find them meaningful.
Excerpt: Consider buying second-hand gifts, as many find them meaningful
https://www.psychologytoday.com/gb/...stmas-shopping-can-support-your-mental-health
US holiday shopping 2023: Consumer caution and retailer resilience
Cited text: Younger shoppers expect their products to be delivered or available for pickup much sooner than older shoppers—and are more willing to pay for expedit...
Excerpt: Younger shoppers expect their products to be delivered or available for pickup much sooner than older shoppers—and are more willing to pay for expedited delivery
https://www.mckinsey.com/industries...2023-consumer-caution-and-retailer-resilience
Christmas 2025 | Shop In-store or Online | BIG W
Cited text: But, putting up Christmas trees and decorations early might actually make you happier!
Experts believe it can tap into childhood magic and excitemen...
Excerpt: Putting up Christmas trees and decorations early might actually make you happier!
https://www.bigw.com.au/christmas
Unpacking Australia's 2024 Christmas Shopping Trends | Retail Safari
Cited text: This trend signifies that retailers need to be prepared early to capture demand during these critical sales periods.
Excerpt: retailers need to be prepared early to capture demand during critical sales periods
https://www.retailsafari.com.au/insights/unpacking-australias-2024-christmas-shopping-trends/
The psychology of Christmas shopping: how marketers nudge you to buy
Cited text: Focus on the idea of Christmas—time with family and friends, treating ourselves to novel food, eating all the great fruit that’s available this time...
Excerpt: Focus on the idea of Christmas—time with family and friends, treating ourselves to novel food, eating all the great fruit that's available this time of year—rather than succumbing to the commercial nudges that seem to have become…
https://theconversation.com/the-psy...shopping-how-marketers-nudge-you-to-buy-88011
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for my families birthdays which have more meaning . 
in the week before.
