New data shows that many consumers have already started to shop for the holidays. According to a Google study, 61% of shoppers will start researching their holiday purchases before Thanksgiving weekend.

However, research isn’t necessarily equating to purchases at this time. While most consumers are researching now, the study found that the majority of actual purchases won’t take place until later in the holiday season.

Mobile appears to be the device of choice as consumer conduct their research. In a related study, Google found that shopping-related mobile searches are up more than 120% year-over-year and mobile is being used in all phases of the path to purchase.