The NRF survey also found that about a quarter of consumers plan to patronize a small or local business this holiday season.
The country’s largest confederation of retail businesses is predicting a brisk holiday shopping season — particularly for online retailers.
The National Retail Federation recently announced that consumers are expected to spend an average of $967.13 this year. That’s up 3.4 percent from $935.58 in 2016. Overall, the NRF projects holiday retail sales in November and December this year will be up between 3.6 percent and 4 percent, for a total between $678.8 billion and $682 billion.
What’s behind the increase? Two words: Consumer confidence.
“With employment and incomes increasing, consumers are more confident this year and that is reflected in their buying plans for the holidays,” NRF President and CEO Matthew Shay said.
For the first time in NRF survey history, online is the most popular shopping destination this year, cited by 59 percent of consumers. The survey also found that 46 percent will shop for holiday goods at a grocery store/supermarket. About a quarter said they’ll patronize a small or local business.
Last year, a Society of American Florists member post-holiday survey found that 46 percent of respondents experienced an increase in sales in 2016 over the 2015 December holiday season. About a third saw a drop. The remaining respondents said sales were flat. The average transaction was $67.
According to NRF results, most consumers (59 percent) are waiting this year until at least November to begin holiday shopping; however, 22 percent started in October and 19 percent in September or earlier.
The NRF survey also found that 57 percent of consumers will shop at a department store, 54 percent at a discount store, 35 percent at clothing or accessories store. The survey found 27 percent plan to visit an electronics store, and 18 percent will go to a crafts or fabrics store.
For the eleventh year in a row, gift cards remain the most popular items on wish lists, requested by 61 percent of those surveyed, followed by clothing and accessories at 55 percent, the highest level the category has seen in 12 years. Two in five (39 percent) would like books, music or movies, the lowest in survey history; others asked for consumer electronics (33 percent), home décor (24 percent), jewelry (23 percent), personal care or beauty items (21 percent), sporting goods (20 percent), and home improvement items (18 percent).
