The Holiday Season — By the Numbers

With the holiday season kicking off in earnest on Black Friday, retailers will be busier than ever — and not just keeping up with shoppers, but trying to adapt to a changing consumer, the continuing rise of e-commerce and more. Here, a numerical look at some of the trends shaping the season.  The Total Sales Forecasts: +5.4 percent — Kiplinger +5.2 percent, to $715 billion — Customer Growth Partners +4.5 to 5 percent — Deloitte +4.6 percent, to $733.7 billion. — IHS Markit  +3.8 to 4.2 percent to $727.9 billion, to $730.7 billion — National Retail Federation  +3.8 percent to $1 trillion, including auto and gasoline sales — Emarketer.com +2.7 percent to 3.2 percent, in a “roller-coaster” season —The NPD Group Online Sales Forecasts:  +21 percent — Kiplinger +18.4 percent — IHS Markit  +14 to 18 percent — Deloitte +14.1 percent, to $143.7 billion. — Adobe Analytics +13.9 percent, accounting for more than 55 percent of the increase in total sales — Customer Growth Partners.  +13.2 percent, to $135 billion — Emarketer.com Cyber Monday Sales $9.4 billion — Adobe Analytics $10 billion — Emarketer.com Stat Snapshot 26: The number of shopping days between Thanksgiving and Christmas, six fewer than last year. 78 percent: Portion of retailers planning to increase advertising given the shorter holiday season. — Adobe Analytics 21.1 percent: The portion of total holiday sales

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