Retailers are bracing for a softer holiday season due to the pandemic. They will see, however, a major shift to ecommerce this holiday season. US consumers will spend $190.47 billion this year on holiday ecommerce purchases, up 35.8% and representing an incremental $50 billion in sales versus 2019. In-store holiday sales will decline by 4.7% to $822.79 million. But online gains will entirely make up for these losses, resulting in growth of 0.9% for total holiday season sales, to $1.013 trillion. (Note: We define holiday season sales as those occurring in November and December.)
The Cyber Five promotional period—Thanksgiving Day through Cyber Monday—will continue gaining share of the total holiday ecommerce pie, rising slightly this year to capture 20.5%. We forecast that Cyber Five ecommerce sales in the US will bring in $39.10 billion in 2020, up 39.6% from 2019.
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