Online shopping breaks records: holiday season in the US exceeds expectations

U.S. holiday sales in 2024 saw strong growth thanks to intense advertising campaigns and growing interest in online shopping. According to the Mastercard report, retail sales grew 3.8% between November 1 and December 24, beating expectations and results from last year. This trend shows that consumers are willing to spend but are increasingly looking for bargains.

The holiday season in the US is traditionally one of the most important times of the year for retailers. In 2024, it delivered better-than-expected results, with sales up 3.8% compared to 3.1% last year. The last phase of the season played a significant role, with the last five days before Christmas accounting for 10% of total holiday spending. These numbers also beat Mastercard's original September $MAforecast , which expected 3.2% growth.

The key role of e-commerce

Online shopping was once again the driver of growth. E-commerce sales grew 6.7%, up from 6.3% in 2023. The apparel category showed particularly strong demand, with…