26% start holiday shopping before Halloween?

My mother, who passed away about 25 years ago, would have approved because she did it, but I simply cannot imagine starting my Christmas shopping already when I’m still short one Halloween costume for the kids.

Yet an article on Google’s “Think with Google” reports:

People are starting their research early, and retailers are stretching Black Friday promotions across November, changing the focus from just one day to a month-long event. More than half of consumers surveyed said they’ll start their research before Thanksgiving, with 26% of shoppers starting before Halloween.

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Network World Paul McNamara