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EMARKETER

US Holiday Shopping 2022

Amazon’s October Event Kicks Off Early Shopping and Bolsters Holiday Season Forecast

Report by Andrew Lipsman  |  Oct 17, 2022
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Table of Contents
Executive Summary
Key Takeaways
Holiday 2022 Outlook
Key Shopping Days and Consumer Behaviors
Disruptive Forces Dictate Consumer Spending Outlook
Winners and Losers: Product Categories and Retailers
Holiday Digital Marketing Strategies for Success
Insider Intelligence Interviews
Read Next
Sources
Media Gallery
About This Report
The 2022 US holiday season outlook is surprisingly strong amid inflation and economic uncertainty, but revenue growth will be easier to come by than profits.
Topics
Holiday & Seasonal Shopping
US
Table of Contents
Executive Summary
Key Takeaways
Holiday 2022 Outlook
Key Shopping Days and Consumer Behaviors
Disruptive Forces Dictate Consumer Spending Outlook
Winners and Losers: Product Categories and Retailers
Holiday Digital Marketing Strategies for Success
Insider Intelligence Interviews
Read Next
Sources
Media Gallery

Executive Summary

The 2022 holiday season is shaping up better than the negative headlines would seem to dictate, as consumer spending remains strong at brick-and-mortar and shows renewed vigor in the ecommerce channel. But elevated supply chain and shipping challenges, inventory markdowns, and marketing costs will strain retailers to deliver profits.

WHAT’S IN THIS REPORT? Our forecast for US holiday season spending for retail, ecommerce, and key shopping days, plus analysis of category and retailer expectations.

US Cyber Five Retail Ecommerce Holiday Season Sales, by Shopping Day, 2022 (billions and % change vs. prior year)
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KEY STAT: Cyber Monday and Black Friday will approach $12 billion and $10 billion in ecommerce sales, respectively, to rank as the top online spending days of the 2022 holiday season—despite low single-digit growth rates.

Here’s what’s in the full report

3files

Exportable files for easy reading, analysis and sharing.

11charts

Reliable data in simple displays for presentations and quick decision making.

4expert perspectives

Insights from industry and company leaders.

    Table of Contents

    1. Executive Summary
    2. Key Takeaways
    3. Holiday 2022 Outlook
    4. Key Shopping Days and Consumer Behaviors
    1. Disruptive Forces Dictate Consumer Spending Outlook
    2. Winners and Losers: Product Categories and Retailers
    3. Holiday Digital Marketing Strategies for Success
    4. Insider Intelligence Interviews
    1. Read Next
    2. Sources
    3. Media Gallery

    Charts in This Report

    US Cyber Five Retail Ecommerce Holiday Season Sales, by Shopping Day, 2022 (billions and % change vs. prior year)US Holiday Season Retail Sales, 2016-2022 (billions and % change vs. prior year)
    US Retail and Retail Ecommerce Holiday Season Sales Growth, 2016-2022 (% change vs. prior year)US Retail Ecommerce Holiday Season Sales, 2016-2022 (billions, % change, and % of total holiday retail sales)
    US Retail Holiday Season Sales, by Channel, 2021 & 2022 (billions, % change, and % of total)Impact of Inflation on Purchase Decisions for Amazon Prime Day 2022* According to US Digital Buyers (% of respondents)
    Cyber Five Share of US Retail Ecommerce Holiday Season Sales, 2017-2022 (% of total)US Holiday Season Ecommerce Sales Growth, by Product Category, 2022 (% change vs. prior year)
    Top 15 US Digital Retailers, Ranked by Unique Visitors, July 2022 (millions and % change vs. July 2021 & July 2020)US Amazon, Walmart, and Instacart Return on Ad Spending (ROAS) for Sponsored Product Ads, Q2 2021-Q2 2022 (dollars)
    Leading Reasons for Using a Retailer Mobile App In-Store According to US Shoppers, April 2022 (% of respondents)

    Interviewed for This Report

    Nikki Baird
    Aptos
    Vice President, Strategy
    Interviewed September 28, 2022
    Thomas Borders
    Inmar Intelligence
    Vice President and General Manager, Product Lifecycle Cloud
    Interviewed September 14, 2022
    Satish Jindel
    ShipMatrix
    President
    Interviewed September 27, 2022
    Kiri Masters
    Bobsled Marketing
    Founder
    Interviewed September 23, 2022

    authors

    Andrew Lipsman

    Contributors

    Suzy Davidkhanian
    Principal Analyst, Retail & Ecommerce
    Blake Droesch
    Analyst
    Caroline Fulford
    Senior Researcher
    Brian Lau
    Forecasting Analyst
    Wendy Louie-Lam
    Senior Forecasting Analyst
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