Holiday ecommerce will grow at the fastest rate since 2021

Online sales will also accelerate to close out 2024. Holiday ecommerce sales will rise 9.5% YoY, a pace not seen in the past two years, and total online sales for November and December will reach $266.89 billion.

Holiday ecommerce penetration will reach a new peak in 2024. Holiday retail ecommerce sales will account for 19.8% of total holiday retail sales. This represents holiday ecommerce’s largest jump in share since 2020.

Digital sales will get a boost from mobile shopping during the holidays. Mcommerce retail sales will total $140.65 billion during the 2024 holiday season, up 13.4% YoY.

• Mcommerce now accounts for over half of online sales during the holidays. After crossing the 50% threshold in 2023, mobile sales will add more than 2 percentage points to its penetration rate, reaching 52.7% in 2024, well above the full-year share of 44.6%.
• Mobile shopping is the key driver of holiday ecommerce growth. Retail sales on mobile devices will account for more than three-quarters (75.6%) of the net increase in holiday ecommerce sales, or $16.66 billion of the $22.03 billion incremental rise in online sales.
• But as mcommerce matures, its growth rate is slowing. The 2024 growth rate will be somewhat lower than last year’s 14.5%, suggesting that the channel will reach parity with overall ecommerce in the coming years.

Read the full report, US Holiday Shopping 2024.