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? Read the FAQs

a town is shown during the holiday season with decorations and people shopping
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.

2019 winter holiday trends

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

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.
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
Did you know?

The term “Cyber Monday” was coined by NRF for the Monday after Thanksgiving, which is seen by many retailers, shoppers and the media as the official kickoff to the online holiday shopping season.

Holiday FAQs

Have questions? We’ve got answers.