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Holiday sales growth to hit 3.1%, claims study

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November 27, 2019

Retail holiday sales this season will grow 3.1% compared to last year, and online sales should grab 14.6% of total purchases as double-digit e-commerce growth continues, according to a Mastercard SpendingPulse study.

That's despite the fact that this year's shopping season time frame is nearly a week shorter. Consumer activity on key shopping days will be heavier given there are six less shopping days this year compared to 2018, according to a press release on the findings. Nov. 29, or Black Friday, is projected to be the top spending day with Dec. 21, a Saturday, falling in second place.

"Despite fewer shopping days between Thanksgiving and Christmas, the sales outlook remains positive overall," said Steve Sadove, senior advisor for Mastercard and former CEO and chairman of Saks Inc., in the release. "A shorter holiday season puts more importance on each shopping day of the season, making the role of the internet important in helping deliver consumers the omnichannel shopping experience they want."