A large share of consumers aren’t planning to wait until they stash away their Halloween decorations before they begin shopping for the holidays. Amazon’s new Prime Fall Season Event, which is expected to take place next month, will likely spur many to kick off their holiday shopping earlier than in years past. 

Some consumers have already started. Twenty-five percent of shoppers either began their holiday shopping in August or plan to begin shopping in September, according to Bankrate. Another 25 percent expect to begin in October, while only 40 percent plan to start shopping in the final two months of the year.

Consumers’ desire to snag holiday gifts before prices rise is the top reason that 37 percent of U.S. shoppers (and 42 percent worldwide) plan to start buying gifts earlier this year, according to Salesforce. Click here to read the full story from eMarketer.