As we enter the 2014 major holiday shopping season — yes, it’s that time already, it is important to understand when consumers will shop.

According to Google:

“This holiday shopping season will be our most connected ever, with devices at our fingertips helping us hunt for deals in short moments. One third of all shopping searches on Google happen between the hours of 10 P.M. and 4 A.M. Today’s shopper spends more time than ever researching purchases online at all hours of the day; we’ve gone from midnight snacking to midnight shopping.”

“We conducted our annual Holiday Shopper Intentions research with Ipsos MediaCT, surveying consumers on their shopping behavior. [We found that] people are starting their research early and retailers are stretching Black Friday promotions across November, changing the focus from just one day to a month-long event. More than half of consumers surveyed said they’ll start their research before Thanksgiving, with 26% of shoppers having started before Halloween.”

Check out this infographic from Google.