Uncertainty surrounding the economy, brands’ and retailers’ response to a shortened shopping season and the continued rise of e-commerce and social shopping are among the factors that will determine the success of this holiday shopping season, according to “Holiday Shopping Insights 2019” by the Advantage Digital Technology group.

The potential effects of the ongoing trade war with China, which has increased the cost of many imports, has inserted a level of unpredictability around how much holiday shoppers are willing to spend, according to the report. Brands and retailers also are challenged by the shortened 27-day shopping period between Thanksgiving and Christmas, which marketers are attempting to offset with early advertising campaigns and promotions meant to drive future sales.

Expect e-commerce — especially mobile-driven sales — to continue to grow, according to the report. Mobile-driven sales are expected to approach 50% of total e-commerce during the holiday season. Even so, shoppers will to continue to shop in-store, especially at retailers that make stressful holiday shopping a more pleasant, convenient experience.

“Holiday Shopping Insights 2019” includes:

  • A 2018 holiday shopping refresher
  • Forecasts for 2019 brick-and-mortar and online holiday sales
  • A look at holiday grocery shopping habits
  • Strategies for personalizing shoppers’ digital experiences
  • Strategies for attracting in-store shoppers
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