Things move quickly at Butler Homestead.
Less than a month ago, the Dubuque store was decked out in jack-o’-lanterns, spiderwebs and other spooky decor for Halloween. Today, its shelves feature small fir trees and holiday candles, and the front window is home to a miniature Christmas scene.
“In the retail world, it’s almost like you miss Thanksgiving because you jump so quickly from Halloween to Christmas,” said co-owner Elizabeth Butler. “But then you look at big box stores, and they have their Christmas stuff up in the summer, so it seems like it’s never too soon.”
Butler Homestead offers custom-made home decor items and sells wares from a variety of area vendors via its online store and the brick-and-mortar location at 1500 Central Ave. The holidays have come early for the business, and it is not the only one to notice.
The National Retail Federation, the world’s largest retail trade association, projects that over 58% of consumers have already started their holiday shopping — kicking off a year of expected record spending.
Per NRF estimates, the average American consumer is expected to spend roughly $902 this year on holiday shopping — up 2.5% from last year for a slight lead over the previous per-person record set in 2019.
The majority of those funds will go toward purchasing gifts for friends and family, NRF estimates, though considerable spending also will go toward food, decorations, greeting cards and other seasonal items.
“The winter holidays are a treasured time for Americans, and they are prioritizing spending on family this holiday season,” NRF Vice President of Industry and Consumer Insights Katherine Cullen said in a news release.
Over half of U.S. consumers — approximately 57% — reported that they plan to do some or all of their holiday shopping online. Other popular destinations include department stores, clothing shops and discount retailers.
Triple J Liquidation co-owner Josh Manders said he already has seen a few holiday shoppers stop in, though he anticipates the majority of the holiday traffic will begin in late November. He expects to see a solid holiday shopping season this winter that will be fairly in line with years past.
Located at 2459 Kerper Blvd., Triple J Liquidation acquires overstocked or last-season items from larger retailers and offers them at a discounted price. The store sells everything from clothing and home goods to furniture and pet supplies.
Clothing is a popular pick for holiday shoppers, Manders said, as well as toys for kids and festive decorations.
“As far as Christmas goes, it can get expensive with the holidays and the changing of the seasons coming at the same time, so we try to help people find ways to fill out underneath the tree while still being affordable,” Manders said.
Dirt Road Darlings owner Tracy Gloeckner said she is “optimistic” about a good turnout of shoppers at her business this holiday season. Consumer confidence is up, and she already has seen a steady stream of early shoppers at her boutique.
“I’ve heard from quite a few shoppers who say they’re starting early,” Gloeckner said. “Judging from this week, it’s really picked up. I think people are getting in the holiday mood.”
Gloeckner said the holidays usher in the busiest time of year for her Dubuque boutique, located in suite C4 of Plaza 20 at 2600 Dodge St. Already, she has increased the frequency of her inventory orders to keep up with the demand.
Some shoppers stop by looking for holiday-specific items — such as a sequined Santa sweater that sold out in one day this week — while others come for more general items to give as gifts.
Regardless of the seasonality, size or value of the purchase, however, Gloeckner commends each of her customers for shopping locally.
“We’ve seen a big upswing in the number of people wanting to shop local and support local because they’re starting to realize that their tax dollars stay here in the community,” she said. “You’re not going to get that on (mega-retailers such as) Temu.”
According to an economic impact analysis by American Independent Business Alliance, independent retailers return more than three times as much money per dollar of sales to the local economy than chain competitors.
Butler said she believes the benefits of shopping local have entered into the public consciousness, which she hopes will bode well for her and others during the impending holiday season.
Year-round, she hears from customers who say they are actively seeking to support local businesses. She said the holidays present a unique opportunity to do so because of the sheer volume and variety of purchases typically made.
“A lot of people are realizing what it means to give big-box stores their money and realizing it’s time to shop local,” she said. “There’s so many local vendors and local businesses that can help you find what you need.”