Key stat: October’s and November’s share of US digital holiday consumer spending has not shown a consistent increase since 2018, despite retailers moving their holiday sales earlier, per an April 2024 report from Comscore.
Beyond the chart:
US holiday retail ecommerce sales will break records this year, reaching $271.58 billion, a growth of 9.5% over 2023, per our February 2024 forecast.
Ecommerce will account for 19.8% of total holiday retail sales, per our forecast.
Our forecast only looks at November and December, so it does not count the 28% to 29% of ecommerce sales that Comscore observed taking place in October.