A Record-Breaking Holiday Season Thus Far

November 26, 2018
November 26, 2018 Ricky Costa

For the online retail industry, the latest metrics from this year’s holiday weekend reveal record-breaking spending by holiday shoppers who continue to signal a heavy dependence for cross-device usage and an adherence for omnichannel activity.

Adobe’s US online sales figures for the Nov. 1-23 time period show a total of $44.2 billion already spent by consumers vs. $43 billion expected. On Thanksgiving, sales grew 28% while Black Friday sales showed a growth of 24% YoY. Adobe reveals that 33.5% of Black Friday ecommerce sales conducted via smartphone totaled $2 billion in sales for the first time.

Mobile Drives Traffic, Desktop Drives Checkout

Throughout November, smartphones have driven 49% of retail traffic while the desktop computer continues to be the #1 device for exercising the majority of online purchases (61%) – which constitutes $27.1 billion of ecommerce sales for the month.

In addition to mobile devices, consumers also turned to social media which drove in 5.7% of traffic to retail sites. Of this share, Facebook and Instagram drove 94% of all traffic according to Salesforce’s latest figures.

Click and Collect Rises in Popularity

After the conclusion of the first two days of Cyber Week, weekend shoppers adhered to a steadily rising omnichannel trend: Click and Collect (Buy Online and Pickup In-Store). According to ICSC’s Post-Thanksgiving survey on November 24th, 27% of online shoppers used Click and Collect with 64% of these shoppers making additional purchases in-store. The most popular retail stores throughout the Thanksgiving weekend were Walmart and Target according to 62% of US consumers.