NEW YORK (TheStreet) --There are only a few days left until the holiday shopping season officially kicks off with Black Friday this week and Cyber Monday right after. The retail sector should see a boost this weekend, with analysts expecting year-over-year growth in the number of total shoppers from Thanksgiving through this Sunday.
"I think Black Friday should be decent," Morgan Stanley analyst Jay Sole said on CNBC's "Squawk on the Street" on Tuesday morning. "Our data shows that the number of total shoppers out this holiday weekend from Thursday through Sunday should increase about 1% over last year."
Looking toward Cyber Monday, Morgan Stanley forecasts for an 8% rise in total shoppers.
Raymond James analyst Aaron Kessler was also a guest on the show this morning. His firm is expecting a year-over-year rise in Cyber Monday shoppers as well. For the overall holiday season Raymond James is looking for a 15% rise in shoppers compared to last year.
Amazon.com (AMZN) is likely going to be the big winner on Cyber Monday and possibly for the entire holiday season. The ecommerce giant has been growing around 28%, the firm sees around 28% to 30% in revenue growth for the quarter.
CNBC's Sara Eisen questioned Sole about the negative impact in foot traffic to brick and mortar stores.
"Obviously, foot traffic migrating online is a big issue," said the Morgan Stanley analyst. "This year 48% of consumers will do at least part of their shopping online. That's almost double where we were 10 years ago. It's a big theme, the key for brands is to make sure they can be online and present where consumers are shopping today. That way they can manage the transition from brick-and-mortar [stores] to online."
One retailer looking to make its online presence stronger to rival Amazon is Walmart (WMT) . The discount superstore is starting its Cyber Monday sales on Black Friday this year.
"We've seen a lot of retailers get very competitive, free shipping offers, obviously low pricing," Kessler said. "It's not just about Black Friday or Cyber Monday, it's actually gone through the whole quarter up until Christmas day."