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ADI Digital Dollar Back to School Edition

Americans spent more than $2B on Labor Day, and 25¢ out of every $1 were spent via a smartphone. Adobe Digital Insights reports on this and more Back to School shopping insights in this smaller version of their recurring Digital Dollar report. This report uses aggregate and anonymized data from the Adobe Analytics Cloud to develop insights on online retail and economic trends.

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ADI Digital Dollar Back to School Edition

  1. 1. BACK TO SCHOOL AND LABOR DAY | SEP 2018 Labor Day Surpasses Expectations: First Holiday to Surpass $2B Outside of Nov-Dec Season *ADI Consumer Electronics Report (Jan, 2018) • Strong US consumer confidence and sentiment has put Labor Day at an exceptional 23.4% YoY growth • Labor Day is the first holiday ever outside of the November 1st- December 31st season to surpass $2B in online spending. • According to last year’s trends Labor Day is a strong indicator of Holiday Performance.
  2. 2. BACK TO SCHOOL AND LABOR DAY | SEPT 2018 Labor Day: Revenue Driven by Sales of Expensive Products Top Products Sold Electronics Smart TVs Smartphones Laptops Appliances Refrigerators Washing Machines Dryers Home & Garden Mattresses Grills Consumers shop for larger and more expensive products on Labor Day, driven by steeper discounts by retailers on high priced items
  3. 3. BACK TO SCHOOL AND LABOR DAY | SEP 2018 Back-To-School* Shopping Tops Predictions $58.1B were spent online during back to school season $38.5B were spent on a desktop $14.5B were spent on a smartphone $5.1B were spent on a tablet Survey respondents said they’d do 40% of their back-to- school specific shopping online *Online Shopping on July 23rd through September 5th
  4. 4. BACK TO SCHOOL AND LABOR DAY | SEP 2018 A Quarter Of All Back-To-School* Online Dollars Was Spent On A Smartphone *Online Shopping on July 23rd through September 5th • Smartphones are continuing to gain share of consumers’ online shopping spend. • We’ll see smartphones being more relevant than ever in the upcoming holiday season. • Smartphone are continuing to use smartphones more than desktops to visit online retailers’ sites.
  5. 5. BACK TO SCHOOL AND LABOR DAY | SEP 2018 Consumers Can’t Get Away From Their Email Even On Labor Day • A third of all online purchases were started from consumers’ email inboxes on Labor Day • Search is at 40%, but 25% of consumers still prefer to go directly to their preferred site.
  6. 6. BACK TO SCHOOL AND LABOR DAY | SEP 2018 Desktops are Still the Go-To Device For Checking Out • Consumers tend to prefer their desktops for finalizing their purchase for a few reasons*: • 40% say their smartphone’s screen is too small • 34% reported that the mobile website/app are hard to navigate, 24% said they lack the full functionality • Even though most of the visits come from smartphones, the majority of online revenue still flows through desktops. • Consumers make their larger purchases on their desktops for the same reason. 1.24% conversion on smartphone 3.37% conversion on desktop 2.34% conversion on tablet $142 average basket size on desktop $111 average basket size on smartphone $125 average basket size on tablet *According to the ADI Digital Dollar Survey (May 2018)