Retailers Shift Focus From Thanksgiving to Christmas Amid Holiday Shopping Surge

NEW YORK — November 23, 2025 — As the holiday season approaches, retailers across the United States are placing greater emphasis on Christmas rather than Thanksgiving, reflecting a shift driven by economic considerations. According to industry observers, the commercial potential of Christmas shopping significantly outweighs the more modest economic activity associated with Thanksgiving, prompting businesses to prioritize Christmas decorations and promotions earlier each year.

Thanksgiving, a holiday rooted in gratitude and uniquely American traditions, has historically centered on family gatherings and expressions of thanks. However, in recent years, the holiday’s cultural prominence has been overshadowed by the growing commercial momentum of Christmas. Retailers are increasingly allocating resources to Christmas-themed merchandise, marketing campaigns, and in-store displays, often beginning their Christmas sales events immediately after Halloween or even earlier.

Officials in the retail sector note that while Thanksgiving-related activities generate limited direct revenue, Christmas shopping accounts for billions of dollars in sales annually. This economic disparity influences how retailers approach the holiday season, with Christmas promotions designed to maximize consumer spending on gifts, decorations, and seasonal goods. The prioritization of Christmas merchandising often results in a reduced focus on Thanksgiving-themed products and traditions.

Industry analysts point to the rise of Black Friday and Cyber Monday sales as key factors accelerating the shift. These major shopping events, which occur immediately after Thanksgiving, have evolved into critical revenue drivers for retailers, further intertwining the holiday shopping season with Christmas rather than Thanksgiving itself. The expansion of these sales into multi-day and even month-long events has contributed to the early introduction of Christmas merchandise in stores and online platforms.

Cultural commentators express concern that the commercial emphasis on Christmas may diminish the cultural significance of Thanksgiving as a time for reflection and gratitude. Some community groups and families continue to observe traditional Thanksgiving customs, emphasizing the holiday’s original intent. Nevertheless, the economic incentives for retailers to capitalize on Christmas shopping trends remain a dominant force shaping the holiday landscape.

The trend also reflects broader changes in consumer behavior and retail strategies. With increasing competition from e-commerce and shifting consumer expectations, retailers seek to capture holiday spending as early and as extensively as possible. This approach has led to a blending of holiday seasons, where the boundaries between Thanksgiving and Christmas marketing campaigns are increasingly blurred.

While Thanksgiving remains a federal holiday marked by parades, football games, and family meals, its role as a standalone cultural event is evolving. The growing prominence of Christmas in retail calendars underscores the influence of economic factors on holiday observances in the United States.

As the holiday season progresses, it remains to be seen how these trends will affect the balance between commercial interests and traditional celebrations in American households.