It’s official, the top three markers that the holiday season is in full swing include hearing festive music on the radio (20%), seeing or hearing the first holiday ad (13%) and when it’s dark before 5 p.m. (11%).

Conducted by Talker Research on behalf of Motel 6, a survey of 2,000 U.S. adults who celebrate the winter holidays revealed that almost one-third (31%) are commencing the season early and 67% started celebrating in one way or another as early as September.

Many Americans have already purchased (61%) and planned (55%) their gifts, as well as purchased decor (46%) or watched holiday movies (43%). While 46% are embracing the holiday season earlier to get better deals, 45% simply want this to be the best holiday season yet.