Black Friday seems to start earlier and earlier each year.

But is this what consumers want? How early is too early? Are there any negative side effects to launching campaigns sooner than November?

These are the questions every ecommerce marketer grapples with around Black Friday.

According to Jia Lee, senior content marketing manager at Klaviyo, brands are reluctant to launch their Black Friday campaigns earlier in the year for a variety of reasons.

“They fear that launching too early could upset customers who might see the promotions as premature, potentially leading to dissatisfaction and churn,” Lee explains. “Additionally, without historical precedent, brands are hesitant to break away from traditional timing without proven success.”

These are all valid concerns—but until they’re rooted in data, they’re just speculations. That’s why we conducted a global survey of consumers and published all our findings in our 2024 Black Friday shopping trends report.

We surveyed 8,538 consumers around the world—across generations, relationship and family status, and household income brackets—to understand when, where, how, and why consumers spend their money during the holiday season.

Here’s what we found.