Haim Mano, associate professor of marketing at UMSL, recently discussed with KTVI the trend of the holiday shopping season already being underway.

The temperatures outside continue to climb closer and closer to triple digitals, but the décor inside retail stores has already shifted to snowmen and jolly St. Nick.

Haim Mano,  associate professor of marketing at the University of Missouri–St. Louis, recently talked to KTVI (Channel 2) about retailers gearing up in August for the holiday shopping season.

The National Retail Federation says 40 percent of holiday shoppers will begin buying for the season before Halloween.

“Marketers and retailers want us to see the stuff (in stores). They want us to be reminded of the stuff,” Mano said to KTVI. “They know that eventually we will buy the stuff.”

And this move is nothing new according to Mano. For years retailers have started peppering consumers with holiday shopping deals earlier and earlier.

He adds that being an informed buyer is the best way to shop, no matter when you start or if you do it online versus the stores.

“The idea is be the best consumer you can be,” Mano told KTVI.