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However, researchers are apprehensive that economic uncertainty and a shorter timeframe might affect sales.

US holiday retail sales are expected to rise 3.8% to $1.008 trillion in 2019, making it the first-ever-trillion-dollar holiday season. Though this year has six fewer days between Thanksgiving and Christmas, in-store sales are expected to rise by 2.5% to $872.25 billion.

The research also found that while offline stores will dominate the holiday season sales with an 86.6% stake, that share is steadily declining. eCommerce sales, on the other hand, are continuously growing and are predicted to increase by 13.2% to $135.35 billion.

eMarketer’s Andrew Lipsman said that the shortened period will help Amazon as it will capitalise on its fast shipping facilities. Other retailers like Walmart, Target and Best Buy will also benefit from their advanced click-and-collect operations.

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