Holiday Sales Will Top $1 Trillion This Year. Where Shoppers Start Their Search Is Changing

A new Bain & Company forecast shows how holiday shopping habits will shift in 2026.

EXPERT OPINION BY TEMILOLA AGBEDE

U.S. holiday sales are about to cross $1 trillion for the first time. Retailers should feel less celebratory about that than the headline suggests.

According to consulting firm Bain & Company’s 2026 holiday forecast, U.S. retail sales in November and December will grow 4.5 percent year-over-year and top $1 trillion for the first time........

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