Thanksgiving Day consumers to spend up to $ 5.9 billion on online purchases: Adobe


Consumers who shop online have spent $ 76 billion so far in November, surpassing the $ 63 billion in revenue generated last year during the same period, according to the latest data from Adobe Analytics.

Purchases on mobile devices accounted for $ 31 billion in generated revenue, an increase of 21.7% year-on-year, while purchases on desktop computers accounted for the remaining $ 45 billion. The data covers over a trillion US retail site visits, 100 million SKUs, and 18 product categories.


Online shopping for the grocery category peaked on Monday, up 172% from the September average. Wine outperforms beer by 124% vs. 100% compared to the September average. Other categories showing strong increases since the start of the season are toys and video games, up 259% and 167% from the September average. The biggest drivers last week were jewelry and personal care products, up 79% and 89% from the September average.

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As of November 24, out-of-stock messages were up 9.7% from the previous week’s average. For the month, out-of-stock messages are up 227% from pre-pandemic levels and 261% from two seasons ago. The categories with the highest out-of-stock messages include electronics, groceries, appliances, home and garden products, and personal care products.

(Alliance Mohssen Assanimoghaddam / photo via Getty Images / Getty Images)

Curbside pickup remains popular among consumers, up 88% from November 2019. As of November 24, curbside pickup was used in 22% of all online orders.


Adobe predicts consumers will spend between $ 5.1 billion and $ 5.9 billion online on Thanksgiving Day, as many retailers have closed their doors during the holidays.

“With Thanksgiving Day finally upon us, we can expect the momentum for online spending to intensify during Cyber ​​Week, as price-conscious shoppers attempt to take advantage of the best discounts available.” said Vivek Pandya, chief analyst at Adobe Digital Insights. “Despite a more inflationary shopping environment also marred by supply chain disruptions, consumers today can still expect to find good deals on seasonal categories such as toys, clothing and clothing. computers. “

Since October 1, toy prices have fallen 21.3%, clothing prices have fallen 15.2%, computer prices have fallen 12.9%, TV prices have fallen 11, 6%, electronics prices fell 10.9%, home appliance prices fell 8.5%, and sporting goods prices fell 7%. Meanwhile, prices for home improvement products have risen 0.49% since October 1.

For the entire holiday shopping season, which runs from November 1 to December 31, Adobe predicts total online sales will hit a record $ 207 billion, a 10% increase year over year. ‘other. Cyber ​​Monday will remain the biggest online shopping day of the year, with record revenue of $ 11.3 billion expected to be generated, up 4% year-on-year, followed by Black Friday at $ 9.5 billion, up 5% year on year.

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