According to Adobe Analytics data, online consumer spending on Thanksgiving in the United States increased by nearly 22% year-on-year, reaching $5.1 billion, setting a new record. Online sales for Thanksgiving in 2019 were $4.2 billion.
Adobe Analytics analyzed the traffic of retail websites and the transactions of 80 of the top 100 online retailers in the United States. Adobe claims that nearly half of the purchases are made on smartphones.
The traffic conversion rate of retailer websites that provide curbside pickup services has increased by 31%, reflecting the popularity of online and offline shopping pickup.
The strong online shopping data reflects the trend expected by many retailers and industry observers: During the COVID-19 pandemic, more and more consumers are avoiding shopping centers and buying holiday gifts online.
Affected by the new crown epidemic, including Walmart(Walmart) and Target(Target), including retailers have in mid-October and the AmazonPrime Day started the holiday promotion simultaneously and extended the “Black Friday” promotion that originally lasted only one day.
The National Retail Federation (NRF) estimates that sales during the holiday season will increase 3.6% to 5.2% year-on-year, reaching $755.3 billion to $766.7 billion. NRF said that last year the data increased by 4% to 729.1 billion US dollars. In the past five years, the average increase in sales during the holiday season was 3.5%.
NRF said that more of the holiday season sales will be online sales and expects online and other non-store sales to increase by 20% to 30% over last year.
Adobe said it expects “Black Friday” and “Cyber Monday” to be the two largest online sales days in history. The company predicts that “Black Friday” sales will reach between 8.9 billion and 10.6 billion US dollars, and online sales throughout the holiday season will reach 189 billion US dollars.