Third of shoppers start Christmas early in longer golden quarter, data shows
A third of UK shoppers planned to start their Christmas spending before October, stretching the golden quarter for retailers, according to a study commissioned by payments network Affirm.
Of those planning to start their festive shopping earlier, almost half (47%) said they were doing so to spread the cost across several paydays, the survey of 1,018 shoppers carried out by Savvy Marketing found.
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