U.S. 'Holiday' Shopping To Top $1 Trillion, Clicks Will Outpace Bricks

The U.S. holiday season is poised to be an economically joyous one, with total retail sales projected to surpass $1 trillion for the first time, according to estimates released today by eMarketer.

This year's retail sales are projected to represent a 5.8% expansion over the holiday shopping season of 2017.

Significantly, e-commerce sales are projected to expand at an even faster rate -- rising 16.6% to $123.7 billion -- and accounting for 12.3% of all holiday shopping sales.

“While e-commerce will continue to see strong double-digit gains, brick-and-mortar retail should be a particular bright spot this holiday season,” notes Andrew Lipsman, principal analyst at eMarketer. “Not every brick-and-mortar retailer is thriving, and several have shut their doors this year, but others are really capitalizing on the strong consumer economy. Retailers are luring in shoppers with remodeled stores, streamlined checkout and options to buy online, pick up in-store.”


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