The final results of the core U.S. holiday shopping season was a 2% dollar growth and a 1% increase in unit sales for discretionary general merchandise.

The final few weeks of 2024 saw consumers increasing their spending to meet holiday needs.

New data from Circana reveals that in the five-week period ending Jan. 4, 2025, there was a 9% increase in discretionary retail dollar sales and 5% growth in unit demand compared to the same period a year ago. The December growth was partly a result of the shift of Cyber Week to December from the November timing in 2023.

The final results of the core U.S. holiday shopping season, beginning with Black Friday and carrying through the end of the year, was a 2% dollar growth and a 1% increase in unit sales for discretionary general merchandise. Total retail sales for the year, including discretionary general merchandise, retail food and beverage, and non-edible consumer packaged goods, also grew 2% in dollars and 1% in units.

“Economic concerns kept consumers focused on needs, and the U.S. presidential election distracted them from early season spending,” said Marshal Cohen, chief retail industry advisor for Circana. “Then, calendar shifts created an abbreviated shopping period between Thanksgiving and Christmas that renewed a sense of urgency that spilled into the additional last-minute shopping days after Super Saturday. Ultimately, the resiliency of the consumer remained strong and resulted in the moderate growth anticipated at the season’s start.”