‘Holiday e-commerce sales crushed expectations, NRF says’ – Marketing Land
Matt McGee says, “New data from the National Retail Federation (NRF) paints a rosy picture for holiday e-commerce.
The organization estimates non-store sales of $122.9 billion in November and December, a 12.6 percent gain over 2015. And it’s significantly higher than the NRF’s predicted growth of 7-10 percent.
The NRF’s numbers are in line with what others have reported. Adobe has pegged holiday e-commerce growth at 11 percent for the just-finished holidays. Slice, a retail analytics firm, estimated a 20 percent year-over-year gain in online holiday sales.
Another common theme running through this year’s holiday shopping analysis is the value of an omnichannel approach — having both an online and physical store with multiple ways for customers to shop”.
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