In the United States, holiday season online retail sales grew by 6 percent in 2022 compared to the previous year. Forecasts suggested that this growth would increase in 2023, increasing to 11.3 percent.
The new normal in holiday shopping
In 2020, the COVID-19 pandemic prompted many U.S. consumers to do their holiday shopping online. A year later, although the situation once again allows for physical shopping, e-commerce is still gaining relevance. According to estimates, holiday season online retail sales in the United States were to reach new heights in 2023, amounting to 254 billion dollars. As in previous years, Cyber Monday and Black Friday would remain the most relevant holiday shopping days in 2023, expected to generate approximately 12 billion and 9.6 billion U.S. dollars in sales, respectively.
A preference for online
With Cyber Monday expected to generate 2.4 billion dollars more than Black Friday in 2023, it comes as no surprise that most holiday shoppers reported that their preferred type of retailer for holiday gifts were online-only retailers. Over six in ten consumers prefered to buy holiday gifts from e-commerce only merchants, while department stores only only preferred by about 24 percent of seasonal shoppers.
Year-on-year growth rate of retail e-commerce holiday season sales in the United States from 2017 to 2023
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Growth rate
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* Figure for 2023 is 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; includes products or services ordered using the internet, regardless of the method of payment or fulfillment.
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eMarketer. (October 25, 2023). Year-on-year growth rate of retail e-commerce holiday season sales in the United States from 2017 to 2023 [Graph]. In Statista. Retrieved September 01, 2024, from https://www.statista.com/statistics/426712/holiday-season-ecommerce-development-usa/
eMarketer. "Year-on-year growth rate of retail e-commerce holiday season sales in the United States from 2017 to 2023." Chart. October 25, 2023. Statista. Accessed September 01, 2024. https://www.statista.com/statistics/426712/holiday-season-ecommerce-development-usa/
eMarketer. (2023). Year-on-year growth rate of retail e-commerce holiday season sales in the United States from 2017 to 2023. Statista. Statista Inc.. Accessed: September 01, 2024. https://www.statista.com/statistics/426712/holiday-season-ecommerce-development-usa/
eMarketer. "Year-on-year Growth Rate of Retail E-commerce Holiday Season Sales in The United States from 2017 to 2023." Statista, Statista Inc., 25 Oct 2023, https://www.statista.com/statistics/426712/holiday-season-ecommerce-development-usa/
eMarketer, Year-on-year growth rate of retail e-commerce holiday season sales in the United States from 2017 to 2023 Statista, https://www.statista.com/statistics/426712/holiday-season-ecommerce-development-usa/ (last visited September 01, 2024)
Year-on-year growth rate of retail e-commerce holiday season sales in the United States from 2017 to 2023 [Graph], eMarketer, October 25, 2023. [Online]. Available: https://www.statista.com/statistics/426712/holiday-season-ecommerce-development-usa/