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RESEARCH, ANALYSIS & TRENDS

anticipated to double during the week before conversion rates, with customers visiting their sites
Christmas as panic buying sets in. Thirty-seven 32% more likely to convert versus smaller retailers
percent of consumers said they are planning to use (23%).
BOPIS this season while 82% of BOPIS patrons say
they will likely shop for additional items when picking • Mad for ads: 50% of consumers state that ads
up their online order. during the holiday shopping season impact their
purchasing decisions while email continues to be
• Larger retailers win the retail battle: While online the most preferred way to get an offer while holiday
giants will see revenue increase by 65%, smaller shopping. Smartphone visits to retail sites from
retailers will only enjoy a 35% boost. Large retailers social media have tripled in the past three years
(annual online revenue of over $1B) will be the clear from 4% to 11%. However, visits coming from social
winners on Black Friday and Cyber Monday, with platforms result in lower conversions compared to
smaller retailers (less than $50M annual online other channels like search or email. (Source:
revenue) failing to drive strong online traction despite Adobe)
the growing awareness of Small Business Saturday.
Additionally, large retailers will benefit from higher For more information on Adobe Holiday Shopping
Predictions 2019, please refer to the blog post. ◊

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