Note: excludes travel and event tickets, payments such as bill pay, taxes, or money transfers, food services and drinking place sales, gambling and other vice goods sales; sales are for Nov and Dec of each year
Additional Note: Apparel and accessories includes clothing, footwear, and accessories. Auto and parts includes vehicles and aftermarket products such as auto accessories, replacement parts, auto equipment, and tools. Computer and consumer electronics includes large appliances. Food and beverage includes packaged foods, fresh foods, and beverages. Furniture and home furnishings includes furniture, housewares, and small appliances; it excludes home improvement and tools. Health and personal care includes over-the-counter products such as medicines, vitamins, and supplements, personal care or hygiene products, beauty products, and other household products like toiletries, baby products, and pet products. Toy and hobby includes sporting goods. The “other” product category includes home improvement and tools, garden equipment, building materials, auto fuel, and other items such as flowers, cards, photos, luggage, and cigarettes. EMARKETER benchmarks its US total retail sales figures against US Department of Commerce data from 2018 onward. The last full year measured was 2023.
Methodology: Estimates are based on the analysis of data from benchmark source US Department of Commerce, estimates from other research firms, historical trends, reported and estimated revenues from major online retailers, consumer online buying trends, and macro-level economic conditions.