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.
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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."
RichRelevance's study surveyed more than 1,000 shoppers earlier this week.
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Each year the holiday season creeps earlier and earlier—a trend RichRelevance said is unlikely to change. Hobby Lobby, for example, started selling Christmas decorations all the way back in May, while Kmart debuted its "not a Christmas commercial" over the summer.
According to PayPal, consumers are responding to the trend. The online payments firm said for the past three years, it's seen a significant uptick in spending starting on Sept. 30. On the last day of September this year, the company said its total payment volume on mobile increased 26.1 percent over the average for a day in 2014.
That's up from a 15.4 percent rise over the daily average in 2013.
"I joked last year that the holidays have now eaten Halloween," said Anuj Nayar, senior director of global initiatives at PayPal. "If the last three years of data are any indication, the holidays have fully digested Halloween and are now making a play for Labor Day."
