The Florida Retail Federation is predicting a 4 percent increase in sales for Florida retailers during the upcoming holiday shopping season. The industry trade group says it expects the Florida increase to outpace the predicted national increase of 3.3-3.5 percent. Consumers are expected to spend an average of $935 on gifts, according to the National Retail Federation, down slightly from 2015, but total spending is expected to increase to more than $655 billion, up from $630 billion last year.