As new economic data pours in from Q3, and as the November-December holiday season officially begins, we have updated our forecast for total US retail and ecommerce sales. Despite greater macroeconomic uncertainty than in previous quarters, the Q4 outlook for consumer spending remains very positive. As a result, we have raised our forecasts.
How much will US consumers spend on retail and ecommerce this holiday season? We forecast that total retail spending will surpass $1 trillion, while ecommerce will account for $123.73 billion.
What’s driving the increased holiday forecast? US macroeconomic indicators, such as GDP growth, a strong labor market and positive consumer sentiment, are contributing to one of the best consumer discretionary spending environments in years. But high gas prices are also a key factor.
Which retailers will be winners this season? While ecommerce leader Amazon is poised for a strong holiday season once again, several brick-and-mortar retailers, including Walmart and Target, are also primed for success as shoppers get back out to physical stores.
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Table of Contents
eMarketer Raises 2018 Holiday Forecast
Brick-and-Mortar Returns with a Vengeance
Who Will Be the Holiday Season Winners and Losers?
When Do US Retail Digital Advertising Decision-Makers Plan to Spend the Most on Digital Ads for the 2018 Black Friday-Cyber Monday Weekend? (% of respondents)