According to the third annual Retail Finance Outlook study released by CIT Group, 80% of retail executives expect their holiday sales to increase or remain the same as last year.

Among the notable shopping days this holiday season, more than one-third of executives expect Black Friday sales to increase this year; more than a quarter expect Cyber Monday (November 28) sales to be up and nearly a quarter expect Super Saturday (December 24) sales to increase. In addition, sensing that price-conscious consumers will again be on the lookout for bargains, 37% predict an increase in last minute shopping, while 38% expect post-Christmas shopping days to be stronger.

One way retailers hope to draw consumers to their stores is through social media. The CIT study also found that nearly 60% of executives are shifting marketing dollars away from old media toward new media, such as social media campaigns. As part of that shift, 68% report increases in marketing and deals through social media channels, including Facebook and Twitter. In addition, 63% report that their Web sales are growing (28%) or growing faster than other channels (35%).

“In what has been an otherwise mixed season thus far, retailers are doing whatever they can to maximize their holiday sales season,” said Burt Feinberg, group head of CIT Commercial & Industrial. “This preparation includes shifting marketing dollars away from old media toward new media to get the consumer in the door or on their Web site.”

To download a free copy of the CIT study: click here.