2024 Holiday Spending Analysis: Will Gen Z & Millennial “Doom Spending” Bolster Retail Sales?

Published on October 23, 2024

Let’s not bury the lead: We expect US holiday retail sales to be up 6-8% for 2024.

This is great news for retailers! That said, this projection not only involves complex analysis, it raises several questions about the consumer behaviors behind this increase, and if they are healthy or harmful for the US economy.

In this article, I’ll dive into the factors that contribute to retail sales projections, including Simon-Kucher's new 2024 Holiday Shopping Report, in which 1,000 US consumers share their holiday spending plans for the season.

See here for holiday shopping insights and complete methodology.

The Gravity of Holiday Spending

Brands and retailers know this: Q4 is a big one. In fact, respondents in our industry leader survey said…

holiday

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