FLORIDA STATE UNIVERSITY RETAIL EXPERT SAYS EARLY HOLIDAY SALES COULD TEST CONSUMER AFFORDABILITY

TALLAHASSEE, Fla., Oct. 6 -- Florida State University issued the following news release:

A Florida State University retail expert says early holiday sales will be a key test of consumer affordability from now leading into Black Friday.

Carl-Philip Ahlbom, an assistant professor and Dr. Persis E. Rockwood Emerging Scholar, has expectations that holiday consumer spending will surge above last year's record-breaking total. Adobe's online shopping forecast for the 2026 holiday season predicts a record-setting $275.1 billion in consumer spending, nearly a 7% growth compared to 2025.

However, Ahlbom notes that if early holiday sales fall flat, it could signal deepening worries Americans have on two of the country's biggest issues: affordabilit...