Adobe Forecasts U.S. Online Sales to Surpass $100 Billion This Holiday Season

Adobe (Nasdaq:ADBE) today released its online shopping predictions for the upcoming holiday season. Based on Adobe Analytics, Adobe expects that online sales will be $107.4 billion, an increase of 13.8 percent, while in-store retail is expected to grow ten percent.* Cyber Monday is expected to become the largest online shopping day in history, generating $6.6 billion in sales, 16.5 percent growth compared to last year. Sales on Thanksgiving Day are expected to increase 15 percent YoY to $2.8 billion. One out of every six dollars this holiday season will be spent between Thanksgiving and Cyber Monday, leading to $19.7 billion in sales. The most anticipated gifts include Hasbro NERF guns, Nintendo Switch, Apple Air Pods and Sony PlayStation® VR.

While large retailers (more than $100 million in annual revenue) will see higher order values and desktop conversion rates than smaller retailers (less than $10 million in annual revenue), the latter are expected to have the mobile advantage with a higher average conversion rate of 1.9 percent by attracting more shoppers with an intent to buy. Adobe Analytics data also forecasts that shoppers will gravitate towards purchasing more lower-priced items online as opposed to big ticket items. While toys and apparel saw a 39 percent and 20 percent unit growth respectively last holiday season, jewelry sales came in low, with a three percent decline in unit growth. These trends are expected to continue this season.

“This year’s record-breaking online holiday shopping season is built on the strength of the big players,” said Mickey Mericle, vice president, Marketing and Insights at Adobe. “We predict the biggest retailers with wide selections, easy shopping experiences and free shipping, to drive online holiday growth this year. Still, there is opportunity for savvy small retailers to win, specifically with mobile experiences. As revenue growth plateaus, retailers will be competing hard for customers by offering steep discounts and providing a seamless customer journey.”
more detail at:  http://news.adobe.com/press-release/experience-cloud/adobe-forecasts-us-online-sales-surpass-100-billion-holiday-season

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