Page 12 - AeM_November_2019

RESEARCH, ANALYSIS & TRENDS

‘Tis the season for growth in holiday

shopping!

It’s the most digital time of the year for retailers, with the Additional predictions include:
upcoming holiday season in full swing! But how exactly
will online retail sales pan out this year? • Best days for deals: Black Friday will be the day to
pick up the best discounts on appliances
According to Adobe’s online shopping predictions for the (discounted by 9%) and sporting goods (6%).
2019 holiday season, online sales will increase by 14.1% December 1st will be the key deal day for toys
to USD$143.6 billion while total retail will grow by 4%. (32%) and computers (18%). Cyber Monday
During the holiday season, 1 in every 5 dollars will be (December 2nd) will see the deepest discounts on
spent during Cyber Week, generating an estimated TVs (19%) while furniture & bedding (10%) and
amount of $29 billion of total online revenue this season. tools & home improvement items (6 percent) will be
Cyber Monday will also set the record for the largest the categories offering the best savings on
online sales day of the year, bagging $9.4 billion in December 3rd. December 27th is the day to wait for
revenue. Adobe predicts further that 1 out of 5 dollars electronics bargains, offering up massive savings of
this holiday season will be spent during Cyber Week – 27%.
between Thanksgiving Day and Cyber Monday –
generating $29 billion (or 20%) of total online revenue • A shopping mall in your pocket: With retailers
this season. Adobe predicts Cyber Monday to set new optimizing for mobile, online spend on smartphones
records as the largest and fastest growing online will increase from 30 to 47 cents per minute, a 63%
shopping day of the year, with $9.4 billion in sales, an jump since 2016. Consumers will continue to use
18.9% increase year over year. desktops to make research-heavy purchases like
furniture, electronics and appliances, resulting in a
The most anticipated gifts of the holiday season include 28% higher AOV than on smartphones.
game consoles such as Nintendo Switch Lite and SEGA
Genesis Mini, and the most popular video games are • A BOPIS (buy online, pick up in store) bonanza:
expected to include Pokémon Shield/Sword, Jedi Fallen BOPIS orders have experienced strong growth, with
Order and Call of Duty: Modern Warfare. 39% more BOPIS orders expected to be placed this
year compared to 2018. BOPIS share of revenue is

12 November 2019 - E-Commerce & Digital Retail Marketing