Consumers are starting seasonal shopping earlier, giving ecommerce sellers another reason to rethink when they prepare inventory and fulfillment operations.

According to National Retail Federation (NRF) research, 49% of consumers began shopping for Halloween before October last year, compared with 34% a decade earlier. By early August 2026, one-quarter of consumers had already purchased at least one Halloween item.

The shift comes as shoppers remain conscious of economic pressures. NRF found that 54% of consumers said inflation was negatively affecting their view of the economy, while 40% cited tariffs. Over the previous six months, 43% said they were focusing more on needs than wants, and 40% reported becoming more practical with purchases.

For ecommerce sellers, earlier seasonal demand can affect purchasing, inventory availability, promotions, and fulfillment planning. Waiting until the traditional start of a selling season could mean missing customers who have already begun browsing and buying.

Sellers can respond by reviewing historical demand earlier, placing purchase orders sooner where appropriate, and ensuring seasonal inventory, listings, and fulfillment processes are ready before demand builds.

Book a Descartes demo to learn how our ecommerce solutions can help you forecast demand, manage inventory, and prepare fulfillment operations for changing seasonal shopping patterns.