Online Shopping Expected to Flatten Out this Holiday Season

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Last year, 39.8 percent of Americans said that they would do most of their holiday shopping online. This year, that number ticked up slightly to 42.3 percent, according to JLL’s Black Friday Mall survey data. More than half, 52 percent, of the shoppers surveyed indicated that they will buy in-store.

“While online shopping continues to gain incremental market share each year, the rate at which it is doing so has waned,” says James Cook, Americas Director of Retail Research at JLL. “In other words, we are seeing a leveling out affect, which means we are likely reach an inflection point for online sales market share of total retail sales in the not too distant future.”