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EMARKETER

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
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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
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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.
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.

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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