Holiday Season Ecommerce Sales to Date Hit $65 Billion

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Holiday season ecommerce sales have been very strong to date, generating $65.15 billion, according to Adobe Analytics, an increase of 14.7% over 2016, with each day from Nov. 1 to Dec. surpassing the $1 billion mark. Adobe is predicting total holiday season ecommerce sales will hit a record $107.4 billion.

Mobile shopping remains strong, representing 48.8% of visits (40.3% from smartphones, 8.5% on tablets) and 32.4% of revenue (22.3% smartphones, 10.1% tablets).

Some of the top products post-Thanksgiving include Apple AirPods, iPads, laptops (Dell, Lenovo and HP), Amazon Fire TV and Samsung tablets in electronics; Hatchimals & Collectables,  PJ Masks, Baby Alive and Little Live Pets in toys, Super Mario Odyssey and Pokemon Ultra Sun/Moon in video games, Xbox One X and Nintendo Switch in gaming consoles.

While some of the best deals were seen during Cyber Weekend, Adobe said shoppers can still find deals on TVs, with prices reduced 15% since Oct. 1, computers (down 13.1%) and toys (down 15%).

Conversion rates are showing growth, with desktop at 4.5% (up 10.6% from 2016), smartphones at 2% (up 12.3%) and tablets at 4.3% (up 9.3%). The average order value for online orders from Nov. 1 to Dec. 5 is $130, down o.6% from last year.

For the season so far, search has retained the top spot in terms of share of sales, at 23% for paid search and 21.5% for organic. This is followed by direct traffic (26.6%), email (19.8%), shopper helper sites (6.1%), display (1.8%) and social (1.2%).

“Following a blockbuster Thanksgiving weekend that broke all records, online spending remained strong as consumers look to the Christmas holiday,” said Taylor Schreiner, Director of Adobe Digital Insights. “Whether it’s shopping on a smartphone or returning to a desktop at work, consumers are pros now at finding the best discounts and closing deals quickly online.”


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