That’s according to the latest holiday sales forecast from eMarketer. The research firm says total retail sales will increase 3.3% to $884.50 billion and holiday retail e-commerce sales will jump to $94.71 billion. If that happens, e-commerce sales will make up 10.7% of total holiday retail sales, giving that category its largest piece of the pie ever.
As expected, Amazon is expected to be a big driver of the e-commerce numbers. And smartphones are now playing a bigger role in e-commerce sales. eMarketer predicts that sales on smartphones will exceed those on tablets for the first time in 2016, totaling $67.23 billion for the entire year, or 58.0% of retail m-commerce sales. The reason for the explosion of sales on mobile phones: “Bigger screens, better mobile design, and simpler payment options.”