Skip to navigationSkip to content
SHOP TILL YOU DROP

The vast majority of Americans still do their holiday shopping IRL

AP Photo/Susan Walsh
Brick and mortar is not dead.
Hanna Kozlowska
By Hanna Kozlowska

Investigative reporter

Only one in eight Americans will do their holiday shopping online this year, according to an estimate by the research firm eMarketer. Most still prefer to get up off the couch and go to brick-and-mortar stores.

But the share of those browsing for gifts and holiday supplies online is steadily rising, and this year e-commerce is expected to account for more than $120 billion in November and December sales, out of a total of a $1 trillion (yep, trillion) over the season. Since last year, e-commerce sales are expected to jump nearly 17%. More than 40% of online shopping will be done on smartphones and tablets, according to the estimate.

The top US online retailer by far, according to eMarketer, is Amazon, with eBay taking the second spot (48% versus 7% of e-commerce sales). Walmart is slightly ahead of Apple, and Home Depot comes in fifth.

📬 Kick off each morning with coffee and the Daily Brief (BYO coffee).

By providing your email, you agree to the Quartz Privacy Policy.