Tucked deep inside Catherine Spruill’s bedroom closet sit two plastic bins beneath a mountain of clothes. One holds emergency gift cards. The other Christmas presents.

She has been stockpiling gifts for the December holidays since June, hunting for summer sales across big-box retailers in her hometown, Stratford, Conn., stretching her income across two children, extended family and a long list of friends.

Ms. Spruill, 34, has already picked up more than 25 toys and video games for around $350. Her best find so far: matching holiday pajama sets for herself and two sons, ages 13 and 3 — all for $28, thanks to a 50-percent-off sale at Kohl’s.

Black Friday no longer marks the beginning of the holiday retail season, as a growing number of shoppers and retailers are embracing what’s being called “Christmas in July.”

“These are the best weeks to do Christmas shopping because you’re going to get more bang for your buck,” said Ms. Spruill, who is a home health aide. “Stores are trying to get rid of stuff to the point they’re handing it to you.”

Ms. Spruill has been doing her holiday shopping months in advance since 2020, when she watched a coupon clipper on YouTube rave about using July clearance sales for holiday shopping. That same summer, she scored a bicycle on sale for $48 at Walmart, marked down from around $120. Over the past five years, Ms. Spruill said, she has saved thousands using this strategy.