Nonetheless, if the trend persists, the holiday shopping through Christmas should sustain, but beyond that will be the biggest question.

“The key takeaway is that shoppers and stores alike will have a happy holiday this year — assuming retailers can maintain their margin discipline,” said Craig Johnson, head of consulting group Customer Growth Partners. “Looking forward, the key issue is whether this pace can be sustained into the new year and beyond.”

Related: Dow Jumps Over 300 Points as Retail and Tech Rally

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