We are full-on into the holiday season—the lights, the decorations, and the brands scrambling to finish the end of the year strong. But let’s travel back in time for a moment to the beginning of October. There aren’t those same feelings. In fact, if you asked a number of people shopping during that time what they think of the holiday décor out already, they would universally say something like “can’t we just do Halloween first?” or “It’s just too early for this…”

However, those very same individuals are likely already ordering gifts online or bookmarking sites for upcoming sales. They are shopping for the holidays while outwardly dismissing the idea that it’s time to celebrate them. This contradiction isn’t just amusing; it’s a classic case of cognitive dissonance, a psychological concept describing how people can hold two conflicting ideas at the same time.

The Power of Nostalgia

To ground this holiday paradox, let’s turn to Mariah Carey—the “Queen of Christmas” herself. Every year since 2019, she has officially “unlocked” the holiday season at midnight on November 1st by debuting her iconic hit, “All I Want for Christmas Is You.” As the song turns 30 this year, its influence on holiday culture cannot be overstated.

A Northwestern University study on music and memory sheds light on the song’s impact. Holiday music like Carey’s hit creates a powerful nostalgic pull, tying into emotions and memories. The study explains that songs become associated with a time and place, making them feel timeless. For many, “All I Want for Christmas Is You” is not just a song; it’s a soundtrack to cherished holiday traditions. This nostalgia is further enhanced by the song’s carefully crafted musical structure, which combines contemporary pop with timeless holiday melodies.

Data Speaks Louder Than Words

While some customers grumble about premature holiday décor, data from Google Trends and Spotify tell a different story. Since 2006, searches and plays for “All I Want for Christmas Is You” have consistently spiked around Labor Day, taking a dip during Halloween before skyrocketing on November 1st. This trend demonstrates that the holiday season is an emotional, rather than purely logical, experience for many shoppers.

Adding weight to this, a recent report from the ICSC retail real estate trade group shows that 92% of consumers plan to shop in physical stores during the 2024 holiday season—the highest number since 2019. Black Friday remains a key event, with 72% of shoppers planning to venture out or browse online. Shoppers also plan to spend an average of $2,100 this holiday season, up 7% from last year, highlighting the growing enthusiasm for the holidays despite economic concerns.

From the Music to the Mall

How does this tie back to holiday marketing? Retailers can draw inspiration from Carey’s strategy: blend nostalgia with data-driven insights to craft their campaigns. For example, sprinkling holiday music into stores earlier (even in late August) might yield unexpected insights into customer behavior. Ethnographic studies—watching how customers interact with products and environments in real-time—could reveal how much customers say they want one thing but do another.

After all, modern holiday shopping isn’t solely online. The narrative that brick-and-mortar shopping is dying is refuted by the reality: 92% of shoppers are heading into physical stores. They’re not just shopping; they’re seeking experiences that align with their holiday memories, from festive music to decorated displays.

The Psychology of the Season

Mariah Carey’s holiday anthem is more than just a song—it’s a cultural signal that taps into nostalgia, joy, and collective celebration. As brands gear up for the holidays, understanding the psychological and nostalgic factors driving consumer behavior can transform how they connect with shoppers. Whether it’s through the power of timeless music or the allure of in-store experiences, the holidays are as much about emotion as they are about commerce.

By embracing these insights, we can navigate the complexities of cognitive dissonance, nostalgia, and modern shopping behaviors to create truly memorable holiday campaigns.