Holiday season e-commerce retail sales growth in the U.S. 2013-2019

This timeline shows the annual holiday season retail e-commerce sales growth in the United States from 2013 to 2019. In 2019, holiday shopping e-commerce is projected to increase by 13.2 percent compared to the previous year.

Christmas holiday shopping in the United States

Despite complaints from some about the commercialization of Christmas, the practice of spending on gifts for family and friends has a strong presence and is the cultural norm in the United States. However, one practice that is changing is where shoppers are going to do their Christmas shopping. Annual holiday season retail e-commerce sales growth in the United States shows that online shopping during the holiday season is growing at a rate higher than that of total retail sales as seen above. As such, local retailers are concerned that more shoppers are choosing to shop from home or on the go through their mobile devices. A survey of the most important factors in a customer’s decision of retailer during the holiday season showed that sales or price discounts as well as selection of merchandise were among the most important factors. Local retailers may find it increasingly difficult to compete with the prices and selection offered online given the ability of large online platforms to harness the benefits of economies of scale and wide market access. However, there is hope for local retailers.

Annual holiday season retail e-commerce sales growth in the United States from 2013 to 2019

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Release date

October 2019


United States

Survey time period

2013 to 2019

Supplementary notes

* Forecast
Excludes travel and event tickets, payments such as bill pay, taxes or money transfers, food services and drinking places, gambling and other vice good sales; sales are for Nov and Dec of each year; the source benchmarks its retail sales figures against US Department of Commerce data, for which the last full year measured was 2018; includes products and services ordered using the internet, regardless of the method of payment or fulfillment

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