2019 Holiday Season Takeaways and Ecommerce Marketing Action Items

| Greg Zakowicz

The 2019 holiday season has concluded, and once again ecommerce experienced record-breaking sales. But what made the 2019 holiday season so successful, and which trends have become the new normal? Analyzing the results does no good unless you implement the lessons learned to further your marketing program.

Ecommerce Sets Records Over Cyber Weekend, Stores See Slight Declines

| Douglas P. Clement

Total ecommerce sales hit $26.93 billion over Cyber Weekend, according to data from Adobe Analytics, as stores went in the opposite direction. Cyber Monday’s online spending reached a record $9.4 billion, up 19.7%, making it the largest online shopping day of all time in the U.S. Store sales dipped nearly 1%, according to RetailNext.

Alibaba Sets Another Singles Day Record With $38.4B in GMV

| Douglas P. Clement

Alibaba set another Singles Day record this year on 11/11/19, recording $38.4 billion in gross merchandise value (GMV) during the 24-hour promotion created as a reverse spin on Valentine’s Day 10 years ago, up 25% from last year. By comparison, Adobe is forecasting $29 billion in total ecommerce sales for Cyber Weekend 2019.

Thanksgiving Ecommerce Sales Hit Record $3.7B, Up 28% from 2017

| Mike O'Brien

Online sales on Thanksgiving Day were a record $3.7 billion, according to Adobe Analytics, up 28% from 2017, making it the fastest growing retail day in ecommerce history. It was also a very mobile-friendly holiday, with orders from smartphones representing 36.7% of all sales and driving 54.4% of site traffic, Adobe reported.

Retail Fraud Attempts Expected to Rise 14% Over Cyber Weekend

| Mike O'Brien

Retail fraud attempts are projected to increase 14% during Cyber Weekend compared to last year, according to benchmark data from online payment provider ACI Worldwide based on hundreds of millions of merchant transactions. The fraud activity is likely to peak on Thanksgiving Day, according to ACI.

Black Friday and Sales Tax: A Potentially Risky Combination

| Todd Suchevits

Black Friday and Cyber Monday are bonanzas for online sellers. But there could be a downside this year thanks to the Supreme Court’s South Dakota vs. Wayfair decision, which says states can charge online retailers’ sales tax, regardless of the company’s physical location. Here are 4 things to keep on top of heading into the holidays.

Holiday Ecommerce Sales Up Nearly 15% in 2017

| Daniela Forte

The 2017 holiday season saw $108.2 billion in online sales, according to research from Adobe Analytics, up 14.7% from 2016. This figure paced slightly ahead of 2016’s 14.4% growth. Here is what the study also revealed about the holiday season.