UPDATE: Black Friday was the biggest online shopping day ever until Cyber Monday won.
Last month, we asked some industry insiders whether economic uncertainty or greater convenience in online shopping was the mainstay of this holiday season. He seems to know the answer, as online store stats have increased and store visits have fallen by more than 50% since 2019.
In October, Taylor Schreiner, director of Adobe Digital Insights, told us in an interview: “It is very difficult to predict exactly what will happen. The big question in my head is how bad it will be with personal services and disposable income?”
In a version of Black Friday, he said: ‘We are seeing strong growth because consumers still have access to the internet this year. New consoles, phones, smartphones, and TVs that are traditional Black Friday purchases this year share an online shopping cart for unorthodox Black Friday purchases, such as groceries, clothes, and alcohol that were previously on sale.
(The information in this article comes from Adobe’s analysis of approximately one trillion visits to US sites.)
A Thanksgiving record. Thanksgiving Day saw a 20% increase in online sales this year, with a record of over $ 5 billion. Almost half of the transactions took place on smartphones, another record. The data also shows a significant increase in the conversion rate for merchants who accidentally shopped online. This has to be seen in the context of the growing difficulties of offering fast and cheap deliveries.
Almost the same on Black Friday. Records were also broken the day after Thanksgiving, with an almost identical increase in online sales (21/6%). Consumers spent about $ 9 billion, making it the second-largest online shopping day in U.S. history, accounting for 40% of smartphone spending.
A statistic on Saturday became a big promise for small businesses: Small businesses were up more than 500% on Friday compared to a normal October day, and the success continued with sales growth of nearly 300%. Saturday based on the same comparison.
How’s Cyber Monday?
Today, Adobe plans to become the largest online shopping day in U.S. history, with consumer spending between $ 10.8 billion and $ 12.7 billion.
Update: Adobe has confirmed that consumer spending for Cyber Monday is $ 10.8 billion, surpassing all records for online shopping in the United States. This brings the total online spending for the season so far to more than $ 100 billion.
Why are we interested? It appears that the general acceptance of consumers of online shopping has survived the ongoing and potentially worsening economic and health crises. This data reinforces the wisdom of brands that have invested heavily in the e-commerce experience this year, as well as brands that have launched new e-commerce businesses. Unfortunately, the numbers also correspond to a K-shaped recovery, with an increase in spending by some consumers that does not reflect the well-being of the population.
Online shopping for the holiday season 2020 has set a new record
Americans spent more money during the holiday season than ever before when they used the Internet to buy gifts during the pandemic.
According to Adobe Analytics, online vacation revenue rose 32% year on year to more than $ 188.2 billion. 10 billion.
Cost of online holidays per year
The increase in the number of visitors to the site led to more sales, while the average order value remained unchanged from year to year. Consumers, in particular, have changed their shopping habits to take advantage of the retailer’s Online Store options, with 25% of orders for this service 40% higher than the holiday level in 2019.
Interestingly, smartphones are still growing, despite the shift to remote work. In November and December, 40% of sales come from smartphones, which is $ 23 billion more than the previous holiday spent on smartphones. The biggest mobile shopping day with Christmas is 52% of smartphone sales going through the city center for the first time.
What did consumers buy?
According to the report, retailers for household goods and electronics have experienced strong growth as the popularity of groceries, accessories and books have increased since October compared to last year. Toys and jewelry also showed growth, although less than the other categories. New game consoles and related accessories were at the top of the gift list, along with favorite toys like Lego, Barbie, and Star Wars.
Online shopping is growing every year
However, not everyone showed the same buying pattern or saw the same rate. Cities with higher family incomes or a more educated population grew faster than those on the other end of the spectrum. Meanwhile, major retailers dominated the holiday season, while retailers saw a small increase in sales.
Amazon said it had its “biggest holiday ever,” noting that independent sellers on its platform earned more than $ 4.8 billion worldwide during Black Friday and cyber sales. Monday an increase of 60% over last year. 2 Walmart’s e-commerce sales also exploded in 2020, with fourth-quarter sales of $ 1.2 billion for Cyber Monday data. (October 1 – November 30) 3
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