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Online holiday spend will hit all-time high, claims Adobe Analytics

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November 20, 2019

Online consumer spending will hit $143.7 billion this holiday season, a 14.1% increase compared to Novemer and December of 2018. And, for the first time, each day during those months will see $1 billion in online sales, according to an Adobe Analytics press release. 

When it comes to top shopping days, Cyber Monday is expected to remain the top shopping day followed by Black Friday and Thanksgiving, according to the company's holiday shopping data, which also show the 'golden hours of retail' will take place on Cyber Monday from 7 p.m. to 11 p.m. PT, and account for 30% of the day's revenue.

The spending increase and revenue to be gained will come despite the fact that this year's holiday shopping time has six less shopping days than last year — which equates to about $1 billion in revenue left behind, according to the release. The top winners in terms of consumer spend will be e-commerce giants, those with annual revenue over $1 billion, which will enjoy a 65% revenue increase. Smaller retailers will see a 35% boost.

In terms of product pickup and delivery, buy online, pickup in store will be the most popular route, with an increased use of 39%. The increase will drive greater revenue as 82% of BOPIS consumers say they will shop for more items while doing the product pickup, according to the release.

When it comes to mobile commerce smartphones are expected to account for 47% of overall holiday growth and American shoppers will spend $14 billion more this season on their phones.