US holiday sales to grow up to 3.5% in 2024, NRF forecasts

Holiday sales are set to rise between $979.5 billion and $989 billion from November to December, the retail industry group (NRF) projected. "Household finances are in good shape and an impetus for strong spending heading into the holiday season, though households will spend more cautiously," he said. Consumers are limiting their spending and opting for cheaper alternatives for categories ranging from groceries to apparel, forcing companies to lower prices and offer more discounts.