Once again, the holiday season is upon us. Halloween is now a holiday ghost. Thanksgiving is a tiny, speed bump standing between consumers and discounted holiday shopping. This is not newsworthy. What is interesting is the shorter than normal 2019 holiday season, slimmed down to 26 days. The last time this happened was 2013 and before that 2002. Most consumers would be unaware of this fact without recent news buzz. On the flip side of the coin, retailers have been acutely aware of this fact.Most retailers fear the short shopping season could mean lower sales. However, this is mostly a thought founded in untruth. According to the National Retail Federation, holiday sales do not shrink or expand according to the number of shopping days between Thanksgiving and Christmas. The American public has increased their spending every holiday season since 2002 (2008 being the exception). EMarketer projects US retail sales will climb 3.8% to $1.008 trillion, while US retail ecommerce spending will rise 13.2% to $135.35 billion. Within ecommerce, mobile is projected to increase a whopping 25.1% and will account for close to 45% of holiday spending.