Retailers have reason for cautious optimism this holiday season: shoppers are expected to spend an average of $997.79 on gifts, holiday items and additional "non-gift" purchases, according to data from the National Retail Federation and Prosper Insights & Analytics. While this figure is down $50 from 2019, given 2020's overall uncertainty, such a slight decline would represent a significant victory.

Ecommerce in particular is set to continue the massive growth trajectory it's achieved all year. Adobe expects online holiday spend to surpass $189 billion, up 33% year-over-year, compared to a 1% to 1.5% increase for retail overall. Total ecommerce spend could reach as high as $200 billion via a combination of government stimulus and further physical store closures.

This challenging holiday season can become an opportunity for retailers that understand what shoppers are expecting and rise to the occasion.