Winter Holidays

NRF’s holiday surveys gauge consumer sentiment and shopping trends during the winter holiday season, including Thanksgiving, Black Friday, Small Business Saturday, Cyber Monday, Super Saturday and Christmas.

Learn more about holiday trends over the years below and check back often to stay up-to-date on retail’s busiest season.

Have questions?

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Happy girl opens gift by Christmas tree
2019 holiday sales up 4.1 percent

Holiday retail sales during 2019 grew 4.1 percent to $730.2 billion.

  • Online and other non-store sales were up 14.6 percent year-over-year.
  • Grocery and beverage stores were up 2.9 percent year-over-year.
  • Furniture and home furnishings stores were up 2.6 percent year-over-year.
Young woman holds wrapped gift and looks at phone while holiday shopping
Nearly 148 million Americans plan to shop Super Saturday

Super Saturday is the biggest shopping day of the year.

More than half of holiday shoppers plan to purchase their last gift during the week before Christmas, and 62 percent are expected to shop on Super Saturday.

2019 winter holiday trends

Slideshow: Click through the interactive slideshow to the right for at-a-glance data about how consumers plan to shop during November and December.

Two women walk down a street with shopping bags
Nearly 190 million people shopped Thanksgiving weekend
A record 189.6 million U.S. consumers shopped from Thanksgiving Day through Cyber Monday this year, and spending increased 16 percent over last year.
A couple shops during the holidays
Thanksgiving weekend preview

More than 165 million people expected to shop over five-day weekend

Younger consumers are significantly more likely to shop over the Thanksgiving weekend. Among those ages 18-24, 88 percent say they are likely to shop and particularly enjoy the social aspect. Similarly, 84 percent of those ages 25-34 plan to shop.

Child looks at holiday window display
Early November Survey

Half of holiday shoppers have already started

  • 56 percent of consumers asked during the first week of November had already begun their holiday shopping, about the same as the past few years.
  • Consumers plan to purchase three or four gift cards on average at an average $47 per card for a total of $27.5 billion.
  • Barbie remains the top toy for girls this year. For boys, LEGO tops the list.
Girls opening gifts
October holiday update

Holiday shoppers plan to spend 4 percent more this year

  • Consumers say they will spend an average of $1,047.83 this holiday season
  • Shoppers between the ages of 35 and 44 plan to spend the most at $1,158.63

Find out when and where consumers say they will shop, who they’re shopping for and how much they’re planning to spend.

holiday shopper carrying giftwrapped items
2019 holiday forecast

NRF forecasts holiday sales will grow between 3.8 and 4.2 percent

Holiday sales will increase to a total of between $727.9 billion and $730.7 billion this year, excluding automobile dealers, gasoline stations and restaurants.

  • Online and other non-store sales, which are included in the total, will increase between 11 percent and 14 percent to between $162.6 billion and $166.9 billion, up from $146.5 billion in 2018
  • 79 percent of consumers surveyed in September were concerned that tariffs will cause prices to rise, potentially affecting their approach to shopping
two girls are looking at their holiday gifts during the holiday season
Winter Holidays Data Center
Dig into shopping trends over the years during the winter holiday season, which spans November and December.