US Holiday Shopping 2024

Stores and Mcommerce Will Sparkle During the Festive Season

Report by Sky Canaves  | Aug 20, 2024
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Executive Summary
Holiday season sales growth will accelerate in 2024
Timing will take on greater importance during the 2024 holiday shopping season
Holiday shoppers will prioritize essentials and modest splurges
Retailers will battle to help consumers stretch their budgets
How can brands and retailers set themselves up to win the holiday season?
EMARKETER Interviews
Sources
Media Gallery
About This Report
Amid shifting consumer priorities, competitive promotional activity, and an unusual calendar, brands and retailers must fine-tune their holiday 2024 marketing strategies to maximize sales during this critical period.
Topics
Holiday & Seasonal Shopping
Consumer Behavior
Ecommerce Sales
United States
Table of Contents
Executive Summary
Holiday season sales growth will accelerate in 2024
Timing will take on greater importance during the 2024 holiday shopping season
Holiday shoppers will prioritize essentials and modest splurges
Retailers will battle to help consumers stretch their budgets
How can brands and retailers set themselves up to win the holiday season?
EMARKETER Interviews
Sources
Media Gallery

US retail sales are set to accelerate as 2024 draws to a close, as holiday shoppers step up purchases in stores and on mobile phones during the make-or-break season for brands and retailers. Marketers should prepare for an extended and atypical retail calendar, heightened demand for deals, and a surge of interest in social and video channels.

Key Question: How will US consumers spend during the 2024 holiday season?

US Ecommerce, Physical, and Total Retail Holiday Season Sales Growth, 2018-2024 (% change)
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Key Stat: Total US retail sales for November and December 2024 will increase by a healthy 4.8% YoY to reach $1.353 trillion, with ecommerce growing at nearly twice that rate.

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    Table of Contents

    1. Executive Summary
    2. Holiday season sales growth will accelerate in 2024
    3. Timing will take on greater importance during the 2024 holiday shopping season
    1. Holiday shoppers will prioritize essentials and modest splurges
    2. Retailers will battle to help consumers stretch their budgets
    3. How can brands and retailers set themselves up to win the holiday season?
    1. EMARKETER Interviews
    2. Sources
    3. Media Gallery

    Charts in This Report

    US Ecommerce, Physical, and Total Retail Holiday Season Sales Growth, 2018-2024 (% change)More Than Half of Consumers Expect to Maintain Holiday Spending and Over a Third Anticipate Increases (% of US internet users, May 2024)
    Nearly Three-Quarters of Holiday Shoppers Will Buy Gifts In-Store (% US consumers, May 2024)US Retail Ecommerce Holiday Season Sales, 2018-2024 (billions, % change, and % of total retail holiday season sales)
    US Retail Mcommerce Holiday Season Sales, 2020-2024 (billions, % change, and % of total retail ecommerce holiday season sales)Stores and Mcommerce Will Power Holiday Retail Growth in 2024 (billions in US retail holiday season sales and growth, % change, and % of total growth, by channel, 2023 & 2024)
    Half of Holiday Shoppers Now Plan to Start Shopping Before Thanksgiving (% of US holiday shoppers, June 2024)Monthly Share of US Holiday Digital Consumer Spending, 2018-2023 (% of total)
    US Cyber Five Retail Ecommerce Sales, 2018-2024 (billions, % change, and % of total retail ecommerce holiday season sales)US Cyber Five Retail Ecommerce Holiday Season Sales, by Shopping Day, 2024 (billions and % change vs. prior year)
    Sales of Essential Items and Fashion Goods Will Propel 2024 Holiday Ecommerce Growth (% change YoY in US retail ecommerce holiday season sales, by category, Nov-Dec 2024)Amazon Captures the Lion’s Share of Ecommerce Growth Among Key Retailers We Track (billions in US retail ecommerce holiday season sales, % of total, and % change, by top 6 companies, 2024)
    China-Based Ecommerce Marketplaces Where US Adults Have Shopped, April 2024 (% of respondents)Gen Zers Are Twice As Likely As Average to Buy Holiday Gifts Via Social Commerce This Year (% of US internet users, by generation, May 2024)

    Interviewed for This Report

    Dave Bruno
    Aptos
    Director of Retail Industry Insights
    Interviewed July 25, 2024

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    authors

    Sky Canaves

    Contributors

    Suzy Davidkhanian
    VP, Content
    Wendy Louie-Lam
    Senior Forecasting Analyst
    Wendy Malloy
    Director, Reports Editor
    Sarah Marzano
    Principal Analyst, Retail Media
    Emma Noyes
    Amy Rotondo
    Director, US Research
    Matt Torpey
    Senior Chart Data Specialist
    Emman Velasco
    Chart Editor
    Ali Young

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