Australians decorate for Christmas earlier, survey finds

Balsam Hill research found that almost 8.8 million Australian adults who celebrate Christmas usually decorate before December, highlighting a retail season that is stretching well beyond its traditional year-end peak.

The findings suggest early festive shopping is being driven not only by retailers putting seasonal stock on shelves sooner, but also by consumers, particularly younger adults, bringing forward their own celebrations.

In the nationally representative survey of 1,089 Australians, 42.6% of adults who celebrate Christmas said they usually put up decorations before December. November remains the most common month to start, with 38% decorating then, while 1.4% begin in September or earlier, equivalent to almost 280,000 people.

Support for early celebration appears to outpace personal behaviour. Two-thirds of respondents said they support people celebrating Christmas before December, even if they do not start that early themselves.

Generational shift

Younger Australians are leading the move, with 57% of those aged 18 to 24 usually decorating before December, alongside 55% of 25 to 34-year-olds and 53% of 35 to 44-year-olds.

That compares with 29% of Australians aged 65 and over, suggesting a clear age divide in how the festive season is approached. One in five Australians under 45 said they now start celebrating earlier than they did five years ago, compared with just 4% of those aged 65 and over.

The pattern matters for retailers because Christmas has long been one of the most concentrated periods in the annual consumer calendar. If shoppers are moving purchases and decorating decisions into October and November, merchandising and marketing cycles may need to shift with them.

Some large retailers, including Adairs and Bunnings, have already begun displaying Christmas stock well ahead of December. The survey suggests those decisions may reflect consumer demand as much as an attempt to create it.

Why earlier

When asked why people are starting Christmas earlier, respondents most often gave emotional rather than practical reasons. Some 43% said people want something joyful to look forward to, while 31% said they want the festive feeling to last longer.

Retail visibility still plays a role. Three in 10 respondents said the earlier arrival of Christmas in shops and from brands is influencing when people decorate.

Cost and convenience also featured in the responses. More than a quarter, or 27%, said people decorate early to avoid a last-minute rush, while 25% said Australians are trying to spread the cost of Christmas over a longer period.

The survey also found that seasonal traditions retain broad emotional appeal. Nearly seven in 10 Australians said they find comfort in seasonal traditions, and 65% said decorating lifts their mood.

Sydney content creator Bronte Rose was cited as one of those who decorated her home in early October.

"I decorated earlier than usual last year because I wanted more time to enjoy the festive season. Christmas decorating takes time and effort, so it felt like a great way to make the most of everything we'd put together rather than only enjoying it for a few weeks," Rose said.

"Having the decorations up made the house feel happier and gave me something lovely to look forward to as the year wound down," she added.

Retail implications

For merchants, the data adds to evidence that Christmas trading is becoming a longer and more segmented period. Rather than a single late-November and December surge, retailers may be dealing with an extended season in which consumers browse, compare and buy over several months.

That can affect inventory timing, marketing spend and the mix of products put on sale early in the season. Home decorations and gifting items may benefit first, before more traditional last-minute categories such as food, entertaining and smaller presents gather pace later.

The research also hints at a social shift in how Christmas is framed. Early decorating, once often treated as excessive, appears to be gaining wider acceptance, with 66% backing the idea of celebrating before December.

Mercedes Feller, Vice President of Product Development at Balsam Hill, said the timing of Christmas traditions is becoming more personal.

"Christmas traditions are personal, and Australians are choosing a timeline that gives them more time to enjoy the season. For some, that might mean adding a wreath or garland in October; for others, it means putting up the tree in November. There's no single right date - it's about creating a festive home in a way that works for you and your traditions," Feller said.

She also pointed to signs that many households intend to do more this year.

"At Balsam Hill, we see how decorating can bring warmth and joy into the home. With 69% of Australians finding comfort in seasonal traditions and 65% saying decorating lifts their mood, it's clear these continue to hold meaning for many Australians. As four in 10 Australians plan to make this year's celebrations bigger and brighter, we're proud to help families create festive spaces they can enjoy throughout the season," Feller said.