Holiday sales could surpass $1 trillion mark for the first time, UB expert says

Holiday shopping mall.

UB School of Management expert available to discuss holiday retail outlook

Release Date: November 15, 2018 This content is archived.

Charles Lindsey.
“We’re looking at low unemployment, increased wages and disposable income, and high consumer confidence. ”
Charles Lindsey, PhD, Associate Professor of Marketing
University at Buffalo School of Management

BUFFALO, N.Y. – While conservative estimates predict $700 billion in holiday revenues, Charles Lindsey, an expert in retail marketing strategy, brands and consumer behavior in the University at Buffalo School of Management, says a number of factors could tip sales over the $1 trillion mark this year.

“We’re looking at low unemployment, increased wages and disposable income, and high consumer confidence,” he says. “In addition, Thanksgiving is early this year, which means an extended shopping period between Black Friday and Christmas.”

An associate professor of marketing, Lindsey says the best deals depend on the day and the items.

  • Many Black Friday deals will start early (Thanksgiving or sooner) and yield deep discounts of 30-40% or more on big-ticket items like computers, electronics, appliances and smart home items.
  • Cyber Monday deals (starting Sunday or earlier) will be on smaller ticket items such as apparel, and retailer-wide and category-wide discounts.

Lindsey also recommends using the following apps and websites to make holiday shopping less stressful:

  • Shopular - Gives you location specific promotions, deals, and alerts. Also, allows you to actually be part of a community of shoppers and share/receive shopping information.
  • Santa's Bag - Helps you manage your Holiday budget for everybody on your 'nice' list.
  • – Track prices of items on Amazon (including the low and high prices for a particular item).
  • – See the best deals in various product categories.

To schedule an interview with Professor Lindsey, contact Jacqueline Ghosen at 716-645-2833 or

The UB School of Management is recognized for its emphasis on real-world learning, community and economic impact, and the global perspective of its faculty, students and alumni. The school also has been ranked by Bloomberg Businessweek, Forbes and U.S. News & World Report for the quality of its programs and the return on investment it provides its graduates. For more information about the UB School of Management, visit

Media Contact Information

Jacqueline Molik Ghosen
Assistant Dean and Director of Communications
School of Management