Both the National Retail Federation and PwC predict happy holidays for the economy due to confidence from the American consumer. The NRF is forecasting holiday sales to grow between 3.6% and 4%, to about $680 billion. PwC projects a 6% gain in holiday spending as 83% of consumers PwC surveyed said they plan to spend, on average, $1,189 per person. Last year holiday spending totaled $655.8 billion, up 3.6% over 2015. This is good news for radio. Q4 is typically radio’s best advertising quarter.