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A 2011 Holiday Shopping Trend Snapshot

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This story appears in the December 2011 issue of Entrepreneur. Subscribe »

"Average" is the word the National Retail Federation uses to forecast the 2011 holiday season, with an expected 2.8 percent increase to $465.6 billion in sales, just slightly more than the 10-year average of 2.6 percent.

While most of the season's purchases still happen in retail stores, digital research firm comScore reported that online sales between Nov. 1 and Dec. 31, 2010, totaled $32.6 billion--a 12 percent jump over 2009. Electronic marketing research firm eMarketer predicts that 2011 will represent another year of double-digit growth in online holiday spending.

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