630 billion, up from 2014's $616 billion. The average US holiday shopper spent on average $805. More than half of it was spent on family shopping.
It is traditionally considered to commence on the day after American Thanksgiving, a Friday colloquially known as either Black Friday or Green Friday. This is widely reputed to be the busiest shopping day of the entire calendar year. However, in 2004 the VISA credit card organization reported that over the previous several years VISA credit card spending had in fact been 8 to 19 percent higher on the last Saturday before Christmas Day (i.e., Super Saturday) than on Black Friday. A survey conducted in 2005 by GfK NOP discovered that "Americans aren't as drawn to Black Friday as many retailers may think", with only 17% of those polled saying that they will begin holiday shopping immediately after Thanksgiving, 13% saying that they plan to finish their shopping before November 24 and 10% waiting until the very last day before performing their holiday gift shopping.
According to a survey by the Canadian Toy Association, peak sales in the toy industry occur in the Christmas and holiday season, but this peak has been occurring later and later in the season every year.
In 2005, the kick-off to the Christmas and holiday season for online shopping, the first Monday after US Thanksgiving, was named Cyber Monday. Although it was a peak, that was not the busiest online shopping day of that year. The busiest online shopping days were December 12 and 13, almost two weeks later; the second Monday in December has since become known as Green Monday. Another notable day is Free Shipping Day, a promotional day that serves as the last day in which a person can order a good online and have it arrive via standard shipping (the price of which the sender pays) prior to Christmas Eve; this day is usually on or near December 16. Four of the largest 11 online shopping days in 2005 were December 11 to 16, with an increase of 12% over 2004 figures. In 2011, Cyber Monday was slightly busier than Green Monday and Free Shipping Day, although all three days registered sales of over US$1 billion, and all three days registered gains ranging from 14% to 22% over the previous year. Analysts had predicted the peak on December 12, noting that Mondays are the most popular days for online shopping during the holiday shopping season, in contrast to the middle of the week during the rest of the year. They attribute this to people "shopping in stores and malls on the weekends, and ... extending that shopping experience when they get into work on Monday" by "looking for deals ... comparison shopping and ... finding items that were out of stock in the stores".
In 2006, the average US household was expected to spend about $1,700 on Christmas and holiday spendings. Retail strategists such as ICSC Research observed in 2005 that 15% of holiday expenditures were in the form of gift certificates, a percentage that was rising. So they recommended that retailers manage their inventories for the entire holiday shopping season, with a leaner inventory at the start and new winter merchandise for the January sales.
Michael P. Niemira, chief economist and director of research for the Shopping Center Council, states that he expects gift certificate usage to be between US$30billion and US$40billion in the 2006/2007 holiday shopping season. On the basis of the growing popularity of gift certificates, he states that "To get a true picture of holiday sales, one may consider measuring October, November, December and January sales combined as opposed to just November and December sales.", because with "a hefty amount of that spending not hitting the books until January, extending the length of the season makes sense".
According to the Deloitte 2007 Holiday Survey, for the fourth straight year, gift cards are expected to be the top gift purchase in 2007, with more than two-thirds (69 percent) of consumers surveyed planning to buy them, compared with 66 percent in 2006. In addition, holiday shoppers are planning to buy even more cards this yea