Deloitte Says Holiday 2015 Non-Retail Store Sales Will Grow 8.5% to 9%

holiday shopping, peak holiday season, holiday shipping, holiday shipping peak, ecommerce ordersRetailers should see a moderate increase in holiday sales in the stores and online this year, according to Deloitte’s annual retail holiday sales forecast.

“An improving labor market, increasing home values and relief at the pump gave more Americans reason to believe the economic recovery was gaining real traction this year,” said Daniel Bachman, Deloitte’s senior U.S. economist. “Those recurring improvements helped buoy sentiment and spending over the past several months. Housing and employment tend to create a more meaningful wealth effect than that of the financial markets, so the recent stock market fluctuations and instability overseas should not have a marked impact on shoppers’ holiday spending intentions. However, while retail holiday sales are expected to rise, the increase may be smaller than last year due to the lingering effects of flat personal income growth in the first quarter.”

Deloitte’s retail and distribution practice expects total holiday sales to climb to between $961 and $965 billion, representing a 3.5 to 4 percent increase in November through January holiday sales (excluding motor vehicles and gasoline) over last year’s shopping season. This growth rate is below last year’s 5.2 percent gain. Additionally, Deloitte forecasts an 8.5 to 9 percent increase in non-store sales in the online and mail order channels during the 2015 holiday season.

“Online sales continue to be a growth channel, but more importantly, we’ve passed the tipping point where online and mobile engagement play a greater role generating sales in the physical store – where more than 90 percent of retail sales occur – than in digital channels alone,” said Rod Sides, vice chairman, Deloitte LLP and retail and distribution sector leader.

Deloitte forecasts that digital interactions will influence 64 percent, or $434 billion, of retail store sales this holiday season. This figure reflects the amount of traditional brick-and-mortar retail sales impacted by shoppers’ use of digital devices including desktop and laptop computers, tablets, and smartphones.

“Our research shows that people who shop on their phones, tablets and other devices while in stores are more likely to make a purchase and spend more overall,” added Sides. “Also, nearly 80 percent of shoppers say they engage with a retailer or brand through digital channels before setting foot inside the store. These interactions are retailers’ opportunity to engage shoppers seeking inspiration, reviews, product locators, or the option to buy online and pick up in the store. Retailers that are likely to come out ahead this holiday season are the ones connecting the dots between their digital channels and their stores – rather than focusing solely on the online ‘buy’ button.”

Partner Content

The Gift of Wow: Preparing your store for the holiday season - Netsuite
Being prepared for the holiday rush used to mean stocking shelves and making sure your associates were ready for the long hours. But the digital revolution has changed everything, most importantly, customer expectations. Retailers with a physical store presence should be asking themselves—what am I doing to wow the customer?
3 Critical Components to Achieving the Perfect Order - NetSuite
Explore the 3 critical components to delivering the perfect order.
Streamlining Unified Commerce Complexity - NetSuite
Explore how consolidating multiple systems through a cloud-based commerce platform provides a seamless experience for both you, and your customer.
Strategies for Maximizing Mobile Point-of-Sale Technology - NetSuite
Learn the top five innovative ways to utilize your mobile POS technology to drive customer engagement, increase sales and elevate your brand.