the tree? according to the national retail federation, 20% of all americans have already started their christmas shopping and by halloween that number is expected to double. >> $600 billion is on the line, so if you're a retailer and you're in the holiday space, you want to get in front of the 40% of americans who are ready to shop right now. >> it's too early for christmas, so just to be clear, this is not a christmas commercial. >> reporter: in a nod to those who groan, this gets earlier every year. >> merry birthday, everyone. >> reporter: this year americans are carrying more debt on their credit cards than they have in six years. $28 billion. one reason why major retailers have started holiday layaway plans earlier. the national retail federation says the average american will spend $536 on gifts this year. >> i think the iphone 6 is going to be on the list. >> reporter: for adults, there are 104 shopping days left. but for kids -- is today christmas? >> yes. >> reporter: today? >> yes! >> reporter: christmas is always just around the corner. >> christmas is in 40 minutes? >> yep. >> from n