Bain & Company's annual forecast indicates that holiday retail sales are projected to grow by 4.5% year-over-year, exceeding $1 trillion for the first time, despite macroeconomic pressures and consumer caution. However, the report notes that this growth is primarily driven by inflation, with actual sales volume growth potentially falling below expectations. Reports from Deloitte and Adobe also predict similar trends, with consumers focusing more on value and discounts, and increasing their use of "buy now, pay later" services. Furthermore, the application of artificial intelligence in holiday shopping is expected to increase significantly, but mainly for product research and price comparison rather than direct purchases.