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 FAQ’s.

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.