Retailers could be in trouble if they don't give shoppers enough newness this Black Friday

Shoppers are expected to spend this holiday season. But are retailers giving them something to spend on? That's the million-dollar question.

A strong macroeconomic backdrop, with low unemployment and wage growth, has given the retail industry's lead trade group enough confidence tobetter than a 2.1% increase in 2018. The National Retail Federation says consumers will spend an average of $1,047.83 this holiday season, up 4% from a year ago.

But a younger generation of consumers is devoting more money during the holidays toward experiences, like vacations and concerts., as more consumers are conscious about sustainability when they shop. Meantime, a scan through retailers' holiday ads shows hot deals on the Instant Pot, Fitbits and "cozy" couture. Sound familiar? These were all big items last year. There's not a lot of newness in stores. And that could end up meaning bad news for some companies.

"Retailers are in the business of selling things," Joel Rampoldt, a managing director in the retail practice at AlixPartners, told CNBC in an interview. "And they still need to do that."In 2017,

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