The countdown to Christmas is on with 90 more days to go. And although it’s only September, stores and online shops are already starting the holiday rush.

A new study from tech marketer Skai says 23% of shoppers have already started their holiday shopping this year.

Skai surveyed 1,000 U.S. consumers to better understand holiday spending intentions for the upcoming 2023 season.

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According to the study, 90% of people say they get going before December to find the best deals earlier in the season. Out of those shoppers, only 30% say they research prices for their purchases before buying them.

The study also says 65% of people are willing to wait until January for better deals. And 56% plan to take advantage of holiday sales and discount days.

When it comes to spending habits, more than 50% of people plan to spend under $500 this shopping season, the study says. And only 31% of people feel comfortable about their financial well-being going into this holiday season.