Holiday retail sales projected to grow 4%, below 10-year average

"In-store sales are expected to grow 2.75% from last year. The strongest gains in store will be seen in apparel and accessories, general merchandise (excluding department stores) and health and personal care, which are projected to grow at least 5%. Growth from non-store sales, which include e-commerce and mail orders, is expected to slow, with sales projected to be up 7% year over year."

"That's compared to 9% to 10% growth in the category over the past two years. However, non-store sales are still expected to account for half of overall sales growth this season."

In-store sales are projected to increase 2.75% from the prior year. The largest in-store gains are expected in apparel and accessories, general merchandise excluding department stores, and health and personal care, each forecast to grow at least 5%. Non-store sales, which include e-commerce and mail orders, are forecast to rise 7% year over year, a slowdown from the 9%–10% growth seen over the past two years. Despite slower online growth, non-store sales are still expected to account for about half of overall sales growth this season. Overall sales growth will be supported by both channels.

Read at Retail Dive