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Why Americans Shop the Way They Do

The US retail market is experiencing grave recession since the monetary and financial crisis commenced. When it comes to the world’s biggest consuming nation, even the smallest fluctuation on retail’s market can cause eventful and grave aftereffects. Governmental countermeasures had proved in more that one occasion to be inefficient. Compelled to find a solution, Americans give more and more consideration to online retail trade. 

The weakest since the great recession of 2008 holiday retail sales of past year are exponential for the situation on the market. In spite of analysts’ expectations of 3.5 percent growth, sales in the pre-Christmas bimestrial period had extruded just 0.7 percent, as shows the MasterCard Advisors SpendingPulse report of 2012 (U.S. Holiday Retail Sales Growth Weakest Since 2008, 2012). Due to rueful chain of events - from outrageous accident with schoolchildren in Newtown, Connecticut, and to Sandy storm and other weather disruptions throughout the States - shoppers were far too aggrieved to suit analysts’ forecasts. The situation worsened during December when the so-called fiscal cliff, which would have seen tax rises and spending cuts kick in at the beginning of January (BBC News Business, 2013) threatened to collapse the system.

Nevertheless, resource that provides macroeconomic indicators insight into general trends within the United States economy reports that the US online retail sector had total revenues of $172.5 billion in 2011, representing a compound annual growth rate (CAGR) of 8% between 2007 and 2011 (Online Retail in the United States, 2012). Electronic sales were the most profitable, with total revenues of $38 billion equivalent to 22% of the sector's overall value 2011 (Online Retail in the United States, 2012). Furthermore, specialists predict that this tendency will remain and even grow stronger with CAGR of 8.1 percent. That means gross income of $254.5 billion by the end of 2016. 

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