By Okon Ekpenyong
Believe it or not, there are 29 days until Christmas Day and 36 days until January 1, 2026. Either way you look at it, according to the National Retail Federation, this holiday season will be a record-breaking one and an excellent opportunity for immigrant retailers, retail giants, and small business owners who have been planning for this holiday rush all year to capitalize on it.
According to NRF, an estimated 186.9 million people will be shopping this holiday season, using their bank cards, credit cards, or cash, which is 3 million shoppers higher than in 2024, when 183.4 million shopped. This data comes from a consumer survey conducted by NRF in collaboration with Prosper Insights & Analytics.
Based on Prosper Insights & Analytics’ 2025 November Holiday Consumer Survey, nationally, NRF estimates that holiday spending may exceed $1 trillion for the first time this year, up from 3.7% last year to 4.2% this year. Here in Ohio, the Ohio Council of Retail Merchants predicts that holiday sales will grow by 3.1%, bringing in nearly $32 billion, driven by strong job and wage increases this year.
For these consumers, a store with items that resonate with their diverse cultural communities will see a sales boom in clothing, gift cards, accessories, unique gifts, and toys.
This report highlights the vital role of immigrant businesses in the retail landscape, especially during the holiday season. According to the American Immigration Council, 36 of the Fortune 500 retailers are run by immigrants or their children. Like these large companies, many small immigrant-owned stores also plan extensively for the holiday season.
“With a record number of shoppers expected this Thanksgiving weekend, retailers are ready to meet consumers’ needs with great value and convenience,” Katherine Cullen, NRF Vice President of Industry and Consumer Insights, said.
Although many shoppers flock to Amazon or top retailers’ websites, some are motivated to support their local mama-and-papa stores. It is a golden opportunity for these business owners to capture the interest of consumers who want to help and engage with their local communities.
Most small business owners’ products are handmade, offering unique items they have never seen before, personalized services that showcase their horizons, and products that showcase their cultural heritage and distinctive offerings.
The most popular shopping days of the year are Black Friday, which draws close to 70% of shoppers, and Cyber Monday, which brings in about 40%, according to the report. Retailers can use social media and local marketing strategies to boost sales and attract consumers this holiday season.
If you’d rather beat the crowds and shop early, take the time to explore stores in advance to uncover sales; some deals are better in-store, while others shine online. This weekend’s weather is expected to be windy and chilly, so be sure to dress warmly if you head out for shopping. For instance, Macy offered a parade of deals from November 2 to 27, including early Black Friday access from November 10 to 13. Black Friday sales kicked off on November 14 and ended on November 22, while Black Friday week sales, which started on November 23, will run throughout November. Don’t forget, Cyber Monday runs from November 30 to December 1 for most stores, just like at Macy’s.
For business owners, holiday shopping goes beyond sales; it’s about gratitude and giving. During the government shutdown, many retailers supported local charities, strengthening consumer connections and brand loyalty. This weekend, shoppers will also express their thanks to small business owners who stepped up when it mattered most.
Support the New Americans magazine to continue to serve our community with precise news that affects the new American, immigrant and refugee community. https://paypal.com/donate/?hosted_button_id=8LHFS78NRNJJY&source=url
