For this holiday buying season, consumer confidence is expected to trump concerns about a global recession. The National Retail Federation estimates that total holiday sales this season will rise 4.1 percent, above the 3.5 percent average for the previous 10 years.
Accenture says that over half of Americans will increase their spending this year by $250 or more, with consumers on the whole spending an average of $582. 53 percent say they will go out and shop on Black Friday, up from 44 percent last year.
Shop.org estimates that November and December sales will grow 12 percent using data from the Commerce Department, the Conference Board and the NRF. Adobe, looking at e-commerce data from 500 retailers using its content and marketing data, estimates that sales between Thanksgiving and Christmas will grow between 7 percent and 10 percent.
Adobe expects Cyber Monday sales to rise 18 percent this year to $2 billion, while the second busiest online-shopping day is expected to be Black Friday, which will see a 12 percent bump in sales. Shopping on mobile devices will be a much larger part of that, as such devices will account for 24 percent of visits to e-commerce sites.
Mobile sales are expected to rise 110 percent overall, and account for 21 percent of all online sales, according to Adobe. Two-thirds of those mobile sales will come through tablets, while the other third through smartphones.
Some retailers are using text messages and push notifications to offer discounts to loyal customers, while others are enlisting them to be brand ambassadors for social sites like Pinterest. “Mobile is helping retailers have better relationships with people,” says Brad Rencher, vice president of digital marketing at Adobe.