In fact, economic indicators showed about a 4 percent rise in retail sales in the first half of the year, so there may be potential to exceed that forecast. But the share that each retailer enjoys continues to shift with the dynamic changes to the retail model.

"Economic indicators are showing positive trends for retail," says NRF President and CEO Matthew Shay, citing the improved housing market, job growth, higher wages and other factors that have boosted consumer spending. "Challenges remain, with some greater than others, depending on the retail category. But consumer confidence remains high and we believe that retail customers will continue the positive trends we have seen in the first two quarters of the year."

E-commerce sales continue to be the main factor in the overall retail growth, with current channel sales increase of 11 percent over last year. Many retailers say e-commerce is becoming a major part of their business, as much as 25 to 50 percent for strong brands. Some of this growth is also due to the growth of mobile sales, a source of promotional marketing/impulse decision making and price analytics.

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