Oct 18, 2013

Infographic: Holiday Sales Are a Gift in ItselfBy Ginger ConlonDMNews.com

As we head into the holiday season, retail marketers’ wish list has but one item on it: an increase in holiday sales. Indeed, those marketers may just get the gift they long for most of all. Accenture, National Retail Federation (NRF), and ShopperTrak all predict modest increases in holiday sales (i.e., sales in November and December).

According to ShopperTrak, 20% of annual retail activity is typically driven by holiday sales and store shopper traffic. The organization projects a 2.4% increase in 2013 retail holiday sales over 2012. Similarly, National Retail Federation (NRF) notes that holiday sales usually represent about 20% of total retail industry annual sales. NRF projects a 3.9 increase in 2013 retail holiday sales over 2012.

Accenture puts holiday season sales at 20 to 40% of an individual retailer’s annual sales. But at an 11% increase, its 2013 projected holiday spending per consumer over 2013 is significantly more generous than ShopperTrak and NRF’s projections. Similarly, Shop.org expects a 13 to 15% increase in 2013 online holiday sales over 2013.

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