US Retail Sales, by Product Category Forecasts, Estimates, & Historical Data

Source & Notes

Data Table

Source: EMARKETER Forecast, May 2025 - July 2025

Note: excludes travel and event tickets, payments such as bill pay, taxes, or money transfers, restaurant sales, food services and drinking place sales, gambling and other vice goods sales

Additional Note: Apparel and accessories includes clothing, footwear, and accessories. Auto and parts includes vehicles and aftermarket products such as auto accessories, replacement parts, auto equipment, and tools. Computer and consumer electronics includes large appliances. Computer includes desk-based PCs, notebook PCs, ultramobile premiums (e.g., Microsoft Surface), and Chromebooks; it excludes iPads. Software, accessories, and attachments are included. Consumer electronics includes home theaters, audio equipment, headphones, smart home devices, wearables, tablets, and mobile phones; it excludes video gaming consoles and handheld video gaming devices. Large appliances includes refrigerators, ranges, dishwashers, vacuum cleaners, air conditioners, etc.; parts and accessories are included. It excludes small appliances, such as coffee makers, blenders, and food processors. Food and beverage includes packaged foods, fresh foods, and beverages. Alcohol off-premises includes alcoholic beverages (e.g., beer, wine, spirits) purchased at retail stores (e.g., supermarkets, liquor stores, convenience stores, general merchandise stores) for off-premise consumption; it excludes alcohol purchases made on-premises (i.e., at restaurants, bars, etc.) and non-alcoholic beverage purchases. Furniture and home furnishings includes furniture, housewares, and small appliances; it excludes home improvement and tools. Household and personal consumables includes health products like over-the-counter medicines, vitamins and supplements, personal care or hygiene products, beauty products, and other household products like toiletries, baby products, and pet products. Cosmetics and beauty includes products such as cosmetics, haircare, fragrance, skincare, and salon styling tools; it excludes hand soaps, sanitizers, and other consumer packaged goods-type toiletries. Fragrance includes personal fragrance but excludes home fragrance and car fragrance. Home improvement & garden includes building materials, flooring, paint, hardware, fixtures, lighting, and lawn and gardening equipment; it excludes items related to home decor (e.g., furniture, area rugs, drapery. Pet product includes pet food and supplies; it excludes pet medicine. Toy & hobby includes sporting goods, toys, musical instruments and other hobbies. The “other” product category includes automotive fuel and other items such as flowers, cards, photos, luggage, and cigarettes. EMARKETER benchmarks its US total retail sales figures against US Department of Commerce data from 2018 onward. The last full year measured was 2024.

Methodology: Estimates are based on the analysis of data from US Department of Commerce, estimates from other research firms, historical trends, reported and estimated revenues from major online retailers, consumer online buying trends, and macro-level economic conditions.

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