Digital to overtake in-store total share of wallet for first time

Entering the 2019 holiday season, consumers are evenly split on the state of the economy, with just under 50 percent feeling like the economy is doing better than it was a year ago, yet shoppers are overwhelmingly optimistic about the future, with more than 70 percent confident the economy will improve next year, according to the annual holiday report conducted by OpenX in conjunction with The Harris Poll.

This optimism will fuel increased consumer spending, with an anticipated increase in overall holiday shopping of 5 percent year-over-year. Nearly one-third of consumers — and half of millennials — plan to spend more than they did last year.

Increasingly, the growth in holiday spend is occurring via digital channels, and the majority of the 2,000 consumers interviewed plan to spend more on digital channels this year than they do in store. Mobile shopping in particular is driving growth, with shoppers planning on spending one in five dollars this holiday season on