All signs point to a good Christmas sales season for businesses. According to NRF's annual October Consumer Survey, consumers say they spend an average of $ 1,047.83 over the holiday season, an increase of 4% over the previous year. Buyers between the ages of 35 and 44 plan to spend the most for $ 1,158.63.
This consumer survey follows NRF's annual holiday spending forecast, which forecasts total spending, and estimates retail holiday turnover will increase between 3.8% and 4.2%, with a total volume between 727.9 and 730, $ 7 billion.
eMarketer forecasts retail holiday sales will rise 3.8% to $ 1.008 trillion this year. And Cyber Monday is expected to be the largest online shopping day in US history, with a total volume of nearly $ 10 billion or more.
According to the # ThanksChristmas2019 study by PR firm Bospar, 52.1% of Americans spend the same amount on holiday shopping compared to the previous year, 24.8% spend less and 23.1% spend more. Half of the respondents say that concerns over a slowdown in the economy would affect their purchases on vacation. 25.4% say that these concerns severely affect their purchases, and 24.5% say that these concerns have no effect.
According to the NRF survey, consumers plan to buy gifts for family, friends and employees (average spend $ 658.55). Non-giveaways such as sweets and food, decorations, greeting cards and flowers (average spend $ 227.26); and other purchases that are not gifts and use holiday offers and special offers (average spend $ 162.02).
The most popular items? NRF data show:
The NRF reports that 52% of buyers between the ages of 25 and 34 buy gifts for employees, and 82% of those between the ages of 18 and 24 want to buy gifts for their friends.
The NPD Group's purchase intentions survey in 2019 shows that each generation has its own purchasing plan. If you want to turn to the "donors", Gen X and Baby Boomers will spend more on holiday shopping than other generations in the survey.
Marshal Cohen, chief adviser to the NPD group, breaks up the generation purchases for the season:
According to the NRF, holiday buyers plan to distribute their purchases across multiple channels and types of stores. 56% want to shop online, 92% want to opt for free shipping options and 48% shop online and pick up shop. And 53% will shop in stores; 23% plan to shop with local small businesses.