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Mobile powering early holiday shopping surge, claims study

November 13, 2019

Adobe Analytics reports holiday shoppers have spent $19.7 billion so far, a 17.5% increase from a year ago. 

Consumers spent $2.7 billion on Veteran's Day, a 38% increase from the year ago holiday, as retailers are pushing heavy discounts to offset the late Black Friday weekend, which doesn't arrive until the end of November this year, according to a press release.

Adobe predicts $143.7 billion will be spent this holiday season, representing 14% growth from a year ago. 

Smartphones are continuing to gain importance as a shopping tool, as 34.5% used mobile for their holiday purchases, an increase of 25.4% from a year ago. 

"Holiday shopping has begun in earnest with consumers pouring into retailers' websites to find the early deals of the season," Taylor Schreiner, principal analyst at Adobe Digital Insights, said in the release. "All signs point to strong sales growth this year, with consumers buying almost 50% more than last year through their phones."

Schreiner noted promotional prices are much steeper this year, with television prices alone down an average of 15% from October prices.