The numbers behind the holidays.

With the holiday season kicking off in earnest on Black Friday, retailers will be busier than ever — and not just keeping up with shoppers, but trying to adapt to a changing consumer, the continuing rise of e-commerce and more. Here, a numerical look at some of the trends shaping the season. 

The Total Sales Forecasts:

+5.4 percent — Kiplinger

+5.2 percent, to $715 billion — Customer Growth Partners

+4.5 to 5 percent — Deloitte

+4.6 percent, to $733.7 billion. — IHS Markit 

+3.8 to 4.2 percent to $727.9 billion, to $730.7 billion — National Retail Federation 

+3.8 percent to $1 trillion, including auto and gasoline sales — Emarketer.com

+2.7 percent to 3.2 percent, in a “roller-coaster” season —The NPD Group

Online Sales Forecasts: 

+21 percent — Kiplinger

+18.4 percent — IHS Markit 

+14 to 18 percent — Deloitte

+14.1 percent, to $143.7 billion. — Adobe Analytics

+13.9 percent, accounting for more than 55 percent of the increase in total sales — Customer Growth Partners. 

+13.2 percent, to $135 billion — Emarketer.com

Cyber Monday Sales

$9.4 billion — Adobe Analytics

$10 billion — Emarketer.com

Stat Snapshot

26: The number of shopping days between Thanksgiving and Christmas, six fewer than last year.

78 percent: Portion of retailers planning to increase advertising given the shorter holiday season. — Adobe Analytics

21.1 percent: The portion of total holiday sales conducted online, a figure expected to rise to nearly 30 percent by 2030. — IHS Markit 

70 percent: The portion of consumers who cited sales and discount as the largest factor in choosing a retailer. — National Retail Federation 

2.34 million: The increase in full-time jobs over the past year, cited as the key to strong holiday growth. — Customer Growth Partners

54 percent: Portion of consumers who will do the majority of their holiday shopping online. — PwC

2.4 percent: Sales growth in stores. — Kiplinger

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