RetailNext has predicted a positive U.S. retail performance for the months of November through December. Over the holidays, sales are expected to rise 2.8 percent, driven in large part by an exceptional 16.2 percent increase in digital sales.
In 2014, Cyber Monday marked the heaviest online spending day in U.S. history and the first time ever to surpass $2 billion in sales.
According to data from RetailNext, brick-and-mortar sales will vary widely by segment, with increases in electronics, fast fashion, outlets and warehouse/clubs, but decreases between 7 percent and 8 percent for most other segments.
Digital sales will have the strongest showing, accounting for approximately 11.9 percent of all holiday sales, up from 10.5 percent in 2014. Simultaneously, brick-and-mortar traffic will fall 8.2 percent year over year, with conversion up 0.6 percent and sales per shopper up 3.5 percent.
"Today's shopping journeys require retailers to seamlessly share knowledge internally between digital/mobile and physical channels to optimize sales for the enterprise," said Shelley Kohan, VP of retail consulting at RetailNext. "Effectively implementing quick action strategies converging digital and physical channel experiences will build brand loyalty and drive sales, and more important than anything else, it will determine the retail industry's holiday winners and losers."
-See this RetailNext press release
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