US retail sales expected to reach $730.7 billion this holiday season

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 04, 2019, 9:42 AM UTC

Marketers have spent $7 billion on advertising in the first quarter of 2019.

The National Retail Federation said that retail sales are expected to increase between 3.8% and 4.2% during the last two months of the year, as compared to the same period the previous year. Last year’s government shutdown had led holiday spending to be “unusually low.”

This piece states that retailer ad spends also expected to grow in the holiday corresponding with the higher retail sales. The NRF also said that online buying and other non-store sales would increase by around 11% to 14% this year.

According to Kantar, companies would mostly use paid social channels for building brand awareness, and digital media will be a key spending area for advertisers. But, the article also states that economic uncertainty around tariffs could affect spending in the holiday season.

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