Forrester has released its 2017 Online Holiday Outlook report, and it predicts that US online shoppers will spend a record 129 billion US dollars this holiday season, up 12% on last year. There will be an estimated 3% more people spending money online this holiday season, with each person spending on average 8% more money. The average online spend per person this year is predicted to be 689 US dollars. A spokesperson from Forrester commented on particular dates that marketers should keep in mind, saying: “We'll see marketing crescendos around Black Friday and Cyber Week again – but, as in recent years, retailers will start rolling out holiday campaigns much earlier in November”. Black Friday is expected to be the day which will see the biggest levels of spending online, which this year falls on Friday the 24th of November. The report also highlighted the need for online retailers to offer a smooth omnichannel experience, with an increasing number of people visiting physical stores to look at products and then buying them later online.Â
