Home Blog Holiday 2016 May Not Be The Best Benchmark For Holiday 2017
Oct 27, 2017

Holiday 2017 vs. Holiday 2016: Apples to Apples, or Apples to Oranges?

Subscribe to our blog

Every year we talk about how the upcoming holiday season will compare to the prior, but sometimes that isn’t the best comparison to make.  

Understanding how the 2017 holiday season will measure up against the 2015 shopping season is potentially more accurate than looking at the 2016 season. The reason is that last year was an election year, which historically has a greater impact on the holiday shopping season. Election-year distraction goes deeper than other factors.

NPD’s latest Holiday Purchase Intentions survey shows that although the anticipated 2017 holiday spending is relatively equal to the 2016 holiday season, it is even closer to the 2015 season. While the shifts are slight, the good news is that regardless of the basis for comparison, the shifts are favorable.

Holiday 2016’s actual sales results were up less than two percent vs. 2015. As a result of the lack of election noise impacting shopping behavior, Holiday 2017 should be more in line with 2015, where we saw 3.2 percent sales growth.

While there are always external factors occurring that may be a distraction from holiday shopping, one holiday season is not like the last. We need to be aware of the bigger factors influencing consumer mindset, and ultimately consumer spending behavior to truly understand the consumer’s psyche heading into this important shopping season.

 *Source: The NPD Group, Inc. / 2017 Holiday Purchase Intentions Study

Stay current in your industry

Related Blog Posts

Tagged: Retail

U.S. Retail Consumer Trends Shift Dramatically Amid COVID-19 Crisis
U.S. Retail Consumer Trends Shift Dramatically Amid COVID-19 Crisis

Some retail industries are more vulnerable than others, but early data reveals short-term opportunities to help us all navigate the unknown path ahead.

New Holiday In-Store Impressions
New Holiday In-Store Impressions

Bearable Black Friday crowds gave one NPD analyst a new impression of the shopping event, and when it came to apparel, simple promos drove the most traffic.

Holiday 2019 - It’s just the beginning
Holiday 2019 - It’s just the beginning

Black Friday and Cyber Monday provided a glimpse into what is hot in fashion footwear and accessories, and what retailers need to do to make it a happy holiday.

Black Friday Through the Eyes of NPD Industry Advisors and Analysts
Black Friday Through the Eyes of NPD Industry Advisors and Analysts

Black Friday shopping methods have changed, but consumer intrigue remains. NPD’s industry advisors and analysts share their own shopping observations.


Subscribe and get key market trends and insights relevant to your industry each month.

We will not sell your information. View privacy notice. | Cookie Settings

Follow Us

© 2020 The NPD Group, Inc.