National Retail Federation forecasts first-ever $1 trillion holiday season
NRF forecasts holiday sales will rise 3.7%–4.2% as consumers average $890.49 spending, remain price-sensitive, and retailers hire fewer seasonal workers.
Gen Z favors taste-driven, experimental, sustainable, and lower‑alcohol wine choices, is price‑sensitive, and values wine‑bar atmosphere even with zero‑proof orders.