Sick of retailers telling you to deck the halls before you go trick or treating?
You're not alone.
According to a new study by big data personalization firm RichRelevance, 71 percent of Americans said they're either "annoyed" or "very annoyed" when they see holiday items in stores before Halloween. But there's one group that's more accepting of the forward shift: millennials.
Only 59 percent of respondents in this age group, who fall between ages 18 and 29, said they feel annoyed when holiday items appear early. In fact, 12 percent said they either "like" or "love" it. That compares with less than 8 percent of the second-most accepting group, 30- to 44-year-olds, who said they "like" or "love" the shift. The least accepting of the Christmas creep was the 45 to 60 age group.
"This younger group of shoppers has grown up with the practice of early holiday marketing and merchandising, so they tend to be more positive/neutral than the middle-aged Gen Xers who have fond memories of shopping in the mall on Black Friday," said Jake Bailey, vice president of strategy at RichRelevance.
"The conversation about Christmas creep is likely to age out as younger consumers become accustomed to the practice."