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US Holiday Shopping 2024

Stores and Mcommerce Will Sparkle During the Festive Season

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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.
Table of Contents

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?

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.

Here’s what’s in the full report

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14charts

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1expert perspective

Insights from industry and company leaders.

    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

    Interviewed for This Report

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

    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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