While many customers loathe Christmas’ early arrival in retail stores, two new studies reveal that some consumers have been taking advantage of what has been termed "Christmas creep." In fact, a small minority of customers have already finished their holiday shopping.

A poll by creditcards.com found that 14 percent of consumers have started their holiday shopping. The survey further adds that 2 percent of them have finished with the annual task. By contrast, 55 percent of holiday shoppers said that they would not finish shopping until December, and 20 percent said they would not be finished until Christmas Eve.

Christmas creep seems to be inducing customers to shop earlier. As a result of earlier availability of seasonal goods, 15 percent of consumers said they would start their shopping earlier this year than last, while only 4 percent said they would start later.

A survey by Rubicon Project estimates even higher numbers. Rubicon projects that nearly one in three shoppers have started Christmas shopping, including 42 percent of parents. The study also found that three out of four holiday shoppers in the U.S., U.K. and Canada will make a purchase online, including 96 percent of U.S. parents.

Dallas Lawrence, senior vice president for Rubicon Project, said the study could have major implications for brick-and-mortar retailers.

“This year we are seeing a clear shift in when, where and how consumers are spending their holiday money,” Lawrence said. “Consumers have taken control of the holiday shopping season, starting earlier and signaling a clear desire to shop online and on mobile devices. For the first time, U.S. consumers are telling us that an online-only outlet, Amazon, will be their number-one shopping destination in the U.S., and eBay will be one of the top three shopping destinations in the U.K. Brands looking to win big this holiday season should take note and align their engagement campaigns to the new reality of the in-control and on-demand consumer who is just as comfortable buying online or on their mobile devices as they are in store.”

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