Forrester projects cooling, but still notable, growth in US online sales for the 2021 holiday season.
According to Forrester analysis, after historic 30 per cent growth in 2020, US online holiday sales will grow 10 per cent year-over-year in 2021, reaching just under $200bn. This rate marks a steep deceleration from the 30 per cent growth that Forrester tracked during the 2020 holiday season, but will still be positive despite supply chain headwinds and a return to in-person shopping.
Forrester expects US online holiday sales in 2021 to be 43 per cent higher than they were in 2019 ($139bn), adding close to $60bn over just two years. Supply chain issues, a resurgence of in-person shopping, and spending on restaurant meals and travel are expected to shift some consumer spend away from online purchases. However, a strong consumer economic position and an enduring long-term shift to online shopping is projected to continue to produce more online sales for the current holiday season.
