The additional two months for people to shop provides retailers extra opportunities to make sales.
"January has definitely become a bigger part of the holiday equation, especially since gift cards aren't counted as a sale until they are redeemed," said Kathy Grannis, a spokeswoman for the National Retail Federation.
People start shopping in October when retailers offer their first specials, and the shopping extends deep into January with massive amounts of gift card redemption.
"In January, we see a trend of teens shopping with gift cards - which are always popular Christmas gifts with teens," said Ann Marie Bishop, a spokeswoman for JCPenney. "Athletic wear and shoes, blenders, juicers, etc. are also popular as people make and work toward their new year fitness resolutions."
Millions of people will be shopping this Christmas season, but several WMMA fighters revealed that they are thinking about more than just stocking up on material possessions this year.
Long Island MMA Examiner Eric Holden asked a handful of female fighters what they want for Christmas, and their responses ranged from offbeat to sentimental.
Some wished for nothing more than good health and love for their loved ones, while others asked for better cage-fighting opportunities.
Here's a look at what they had to say:
Andy Nguyen: "What I want for Christmas is a cure for cancer."
Molly Dupertuis: "For Christmas I want good health and unconditional love. That's about all I need."
Stacey Lynn: "What do I want for Christmas? For my mom to feel better and have some positive results from her chemotherapy."
Jordan Nicole Gaza: "I want it to snow. I want a cute like fluffy puppy that is potty trained. I want good fight news. I want cute clothes for my trip to Vegas. I want a cute picture kissing someone under a mistletoe since I've never done that. I never have even seen a mistletoe in person,and I want everyone to get along.
Jessica Zomcik: "To be a legendary athlete and get into the UFC."
Tabby Patterson: "That's a hard one. I want weight-cutting to be more fun. Hah. No I want to see my brother one more time before he is deployed to Afghanistan!"
Stephanie Alba: "I want some queso from Texas and some real Texas hot sauce. A ginger head would be nice too.
What do you want for Christmas? Let us know in the comments or tweet the author, @EricHolden.