# Best Buy, Ulta Move Holiday Launches to September as 28% of Budgets Spend Early

*Deloitte data shows shoppers front-loading purchases, forcing chains to compress peak season timelines.*

By **Jenny Huang Goodman MPA MSc MHSA, Principal** — The Stash Edge, Hako Shikin LLC.
Published 2026-10-20.

Canonical: https://www.pops4.com/stash/articles/retail-chains-best-buy-ulta-sephora-others-2026-10-20t21-6
Subject: Retail chains (Best Buy, Ulta, Sephora, others)
Tags: holiday, pricing, cash flow, inventory, retail calendar, dtc

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Major retail chains are compressing their holiday calendars after Deloitte's annual holiday survey found **28%** of shoppers plan to spend their budgets earlier than last year, with **22%** starting purchases sooner than they did previously, according to Modern Retail. Best Buy launched holiday promotions in mid-September. Ulta and Sephora began gifting displays before October. The pattern is structural: consumers spreading spending across more weeks to manage cash flow, not chasing doorbuster urgency.

The chains responded by moving inventory commits forward and stretching promotional windows. Best Buy's September catalog included bundled electronics at November pricing. Ulta stacked loyalty multipliers in early October rather than waiting for Black Friday weekend. Sephora opened holiday gift sets in the first week of October, a **three-week** pull-forward from 2022. The move protects margin—early buyers take full-price product before discounting begins—and smooths fulfillment loads.

The mechanism: when shoppers self-report intention to spend early, they create budget permission. A consumer who mentally allocates holiday dollars in September will spend them in September if the retailer stocks appropriately. Waiting until November means losing that allocation to Amazon or another chain that moved first. The survey data gave retailers cover to compress without appearing desperate. Deloitte's findings let merchants justify the shift to vendors and boards as responsive, not reactive.

The broader advantage is cash-flow alignment. A shopper buying in September uses October paychecks for other expenses, reducing November credit pressure. Retailers capture revenue earlier, improving quarterly closes and reducing fourth-quarter fulfillment spikes. Inventory risk decreases—product moves before markdowns start. Margin holds because urgency isn't required to trigger the purchase; the customer already decided to buy early.

A small physical-product brand runs the same play by opening holiday SKUs in mid-September and using plain language in email: "Holiday budgets are moving earlier this year. We're stocking now so you can lock in before November." No false urgency. No countdown timers. Just acknowledgment of the documented pattern. A DTC candle brand sends that email September 15 with a **three-pack** gift set at a **$58** price point. A stationery brand launches a corporate gifting page the same week with **bulk pricing** tiers and **net-30** terms for early orders. The cost is inventory timing and one additional email send. Both moves pull revenue forward without discounting.

The pattern holds across categories. Consumers are telling you they want to spend early. Stock it, say it, take the order. Waiting for Black Friday leaves money on the table someone else already picked up.

## The takeaway

Shoppers spending holiday budgets early creates margin opportunity for brands that stock and message in September, not November.

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## Publisher

**Hako Shikin LLC** — Virginia Beach, Virginia. Founded 1997. ASI 217876 · DUNS 18-204-6339.
Principal and author: **Jenny Huang Goodman MPA MSc MHSA**.

- Author: https://www.huanggoodman.com/about
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