The share of US digital holiday consumer spending in October and November has not increased consistently since 2018, despite businesses moving their holiday sales earlier, according to Comscore’s April 2024 study.

According to an Emarketer February 2024 forecast, US holiday retail e-commerce sales will smash records this year, reaching $271.58 billion, a rise of 9.5% from 2023.

E-commerce will account for 19.8% of holiday retail sales, projects EMarketer.

Comscore reported that 28% to 29% of e-commerce sales occurred in October, but EMarketer’s forecast only covers November and December.


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