Deloitte’s retail and distribution practice expects total holiday sales to climb to between $981bn and $986bn, representing a 4 percent to 4.5 percent increase in November through January holiday sales (excluding motor vehicles and gasoline) over last season. This growth rate is a moderate improvement over last year’s 2.8 percent gain.

Additionally, Deloitte forecasts a 13.5 percent to 14 percent increase in non-store sales in the online and mail order channels during the 2014 holiday season.

“While online sales continue to climb, digital customer interactions through both virtual and physical store channels present greater sales opportunities than online or mobile commerce alone,” said Alison Paul, vice chairman, Deloitte LLP and retail and distribution sector leader. “Our research indicates that 84 percent of shoppers use digital tools before and during their trip to a store. Additionally, those shoppers convert, or make a purchase, at a 40 percent higher rate than those who do not use such devices during their shopping journey.”

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