Accenture: Retail execs fear holiday stock shortages

In a world dominated by likes, swipes, and scrolls, it might sound counterintuitive—but young adults are drawn to direct mail and the tangible, personal connection it brings.    Gen Z (those born in the late 90s to early 2010s), the first fully digital-native generation, isn’t just glued to their screens. They’re actively engaging with marketing that shows up offline—especially in the form of tangible, thoughtfully designed mail. Gen Z Is Paying Attention to Print Raised in a digital world, this generation craves authenticity, tangibility, and real-world experiences that stand out from the constant scroll of online content. Gen Z grew up digital, but that also means they’re used to being constantly advertised to—on every platform that they interact with. Digital fatigue is real. For brands seeking to cut through the noise, direct mail is emerging as a go-to tactic for meaningful and memorable engagement with this powerful audience.

The firm predicts that sales between November and January could reach $1.62 trillion, with e-commerce sales projected to grow up to 9%. Holiday sales in the U.S. are expected to increase between 2.9% and 3.4% this coming season, according to a Deloitte forecast. Deloitte projects holiday sales from November through January will total between $1.61 trillion and $1.62 trillion, up from $1.57 trillion last season, as recorded by the U.S. Census Bureau.  E-commerce holiday sales growth will continue at a clip of between 7% and 9%, similar to the previous year. Total e-commerce sales are projected to reach between $305 billion and $310.7 billion, up from $285 billion in the 2024 season.

Consumers plan to spend $890.49 per person on average this year on holiday gifts, food, decorations and other seasonal items. That’s according to the National Retail Federation’s annual consumer survey conducted by Prosper Insights & Analytics. The amount is the second-highest in the survey’s 23-year history and is 1.3% less than last year’s record of $901.99. The increase comes as 85% of consumers are expecting higher prices because of tariffs.