The jack-o-lanterns are just being thrown out, yet nearly one in three consumers has already begun holiday shopping, according to data from Google.

While the bulk of holiday commercial activity takes place during November and December, there is a sizeable portion of early buyers champing at the bit to do research and maybe even make purchases. That’s why content marketing strategies need to be planned as far in advance to make sure no prospects or leads fall by the wayside when they’re ready to commit.

A Google Consumer Index survey found 29 percent of shoppers will begin making purchases before Halloween. Seeing as it’s come and gone, marketers might think they’ve missed the boat on one-third of their potential customers. But there’s still time.

The buyer’s journey is no longer a straight line. Instead, it’s filled with wrinkles and bends in the path. So when a consumer says she’s “started shopping,” what she means is that she’s researching, poking around the web and hunting for deals.

With a content strategy that’s fully optimized with the right keywords and visuals, it’s possible to pop up again and again for certain Google searches or social inquiries. But the sooner brands get started, the better.

Want to know more about how customers interact with brands and ultimately decide to make purchases?
Watch our video about the
Zero Moment of Truth.

Alex Butzbach is a Marketing Writer at Brafton. He studied Communications at Boston College, and after a brief stint teaching English in Japan, he entered the world of content marketing. When he isn't writing and researching, he can be found on a bike somewhere in Metro Boston.