Published
Oct 28, 2016
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US holiday shopping season online will be longer this year says Adobe

Published
Oct 28, 2016

New research is predicting an extended holiday shopping period in the US with consumers shopping much earlier and later in the season. And for the first time, 53 consecutive days will exceed $1bn in online sales, versus 31 consecutive days last year, a 71% year-on-year (YoY) increase.

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Researchers at Adobe said Cyber Monday is expected to be the largest online shopping day of all time, generating $3.36bn in sales with 9.4% growth. Sales on Thanksgiving Day will increase 15.6% YoY to $2bn and Black Friday will grow 11.3% to $3.05bn.

Adobe said click and collect, faster shipping and retail promotions starting earlier than ever are all contributing to the extended shopping season.

But despite the uptick in sales it expects to see slower growth in total online sales this year.

The extended season should lead to an 11% ($9.1bn) increase in online sales to a total of $91.6bn. Large retailers are predicted to account for the bulk of the growth, achieving an average growth rate of 16.6% compared to smaller retailers at 7%.

For the average retailer, 5% of consumers are expected to drive 35% ($38.5bn) of all online sales while 1% of product SKUs will account for 74% of sales.

And for the first time, mobile devices will exceed desktops in shopping visits, at 53% vs 47% respectively. However, mobile shopping visits will only account for 34% of sales, which Adobe says is most likely a consequence of poor mobile shopping experiences.

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