Adobe Digital Insights has released its 2018 online Holiday shopping recap report. From record breaking revenue numbers on mobile devices, exponential B.O.P.I.S. (Buy Online Pick-Up In Store) growth, to the hottest products sold throughout the season, this report has everything you need to analyze and understand the busiest time of year for retailers.
Tis the season for holiday shopping, and this year is gearing up to be the biggest we have ever experienced. This year Adobe Insights is predicting that online holiday sales will grow 14.8% YoY, reaching almost $125 Billion.
Adobe Digital Insights just released its 2019 online Holiday shopping recap.From record breaking shopping days, to the battle between big and small retailers, this report has it all.
Technology continues to advance and embed itself into every aspect of our lives, we need to better understand when, how and why consumer use this tech.
With eCommerce growth expected to slow, down 13% from 14.3% in 2018 to 12.4% this year we wanted to determine if there were regional/demographic/behavioral differences.
Adobe Digital Insights Holiday Recap Report 2017Adobe
Adobe Digital Insights releases it's 2017 Holiday season recap report. Adobe finds that online holiday shopping season in 2017 tops expectations. Online shopping totaled $108.2B during the 2017 holiday season, representing 14.7% growth year-over year ($107.4B, 13.8% growth predicted)
The Thanksgiving weekend was one for the record books. Holiday shoppers took full advantage of deep discounts and spent over $19B dollars during the five days between Thanksgiving and Cyber Monday.
Cyber Monday and Black Friday stay dominant and emerge as mobile mega-days. Cyber Monday was the first day with over $2.0B in mobile shopping alone.
Big retailers won big, but small retailers competed on key days. The largest retailers saw big holiday season growth while smaller retailers had an advantage during the Thanksgiving weekend, particularly on mobile devices.
Big markets drive holiday growth. The nation’s largest markets saw big growth, particularly on key days.
Adobe Analytics’ survey of key decision makers at 403 U.S. retailers reveal valuable insights about how they plan to engage consumers this holiday shopping season.
Online Grocery prices have been following a similar pattern as the offline ones, with online prices rising slightly faster over the last 5 years cumulatively. Steel and Aluminum tariffs affected Appliances both online and offline. While the CPI rose after the March 2018 tariff implementation, the DPI showed a tampering in the deflation.
Computers shows a slightly steeper decline in prices online vs offline. For some categories the online and offline worlds are starting to blur into one. The CPI and DPI for TVs is remarkably similar. The online prices for Toys have started to exhibit a slower deflation in the last few years, diverging from the CPI. Sporting Goods show a much quicker deflation online, possibly caused by a quicker product turnover online.
Adobe Digital Insights Digital Dollar Q2 2018Adobe
Leveraging Adobe Analytics Cloud data, the Digital Dollar Report for the second quarter of 2018 focuses on e-commerce trends in the U.S. and the U.K. as well as within U.S. regions. Like the ADI Holiday, Digital Economy Project, and retail reports, this report uses aggregate and anonymized data from the Adobe Analytics Cloud to develop insights on online retail and economic trends. Releases feature updates on general trends in e-commerce and predictions and summaries of quarterly online retail, updates on pricing via the Digital Price Index, and features focusing on product insights and trends.
Tis the season for holiday shopping, and this year is gearing up to be the biggest we have ever experienced. This year Adobe Insights is predicting that online holiday sales will grow 14.8% YoY, reaching almost $125 Billion.
Adobe Digital Insights just released its 2019 online Holiday shopping recap.From record breaking shopping days, to the battle between big and small retailers, this report has it all.
Technology continues to advance and embed itself into every aspect of our lives, we need to better understand when, how and why consumer use this tech.
With eCommerce growth expected to slow, down 13% from 14.3% in 2018 to 12.4% this year we wanted to determine if there were regional/demographic/behavioral differences.
Adobe Digital Insights Holiday Recap Report 2017Adobe
Adobe Digital Insights releases it's 2017 Holiday season recap report. Adobe finds that online holiday shopping season in 2017 tops expectations. Online shopping totaled $108.2B during the 2017 holiday season, representing 14.7% growth year-over year ($107.4B, 13.8% growth predicted)
The Thanksgiving weekend was one for the record books. Holiday shoppers took full advantage of deep discounts and spent over $19B dollars during the five days between Thanksgiving and Cyber Monday.
Cyber Monday and Black Friday stay dominant and emerge as mobile mega-days. Cyber Monday was the first day with over $2.0B in mobile shopping alone.
Big retailers won big, but small retailers competed on key days. The largest retailers saw big holiday season growth while smaller retailers had an advantage during the Thanksgiving weekend, particularly on mobile devices.
Big markets drive holiday growth. The nation’s largest markets saw big growth, particularly on key days.
Adobe Analytics’ survey of key decision makers at 403 U.S. retailers reveal valuable insights about how they plan to engage consumers this holiday shopping season.
Online Grocery prices have been following a similar pattern as the offline ones, with online prices rising slightly faster over the last 5 years cumulatively. Steel and Aluminum tariffs affected Appliances both online and offline. While the CPI rose after the March 2018 tariff implementation, the DPI showed a tampering in the deflation.
Computers shows a slightly steeper decline in prices online vs offline. For some categories the online and offline worlds are starting to blur into one. The CPI and DPI for TVs is remarkably similar. The online prices for Toys have started to exhibit a slower deflation in the last few years, diverging from the CPI. Sporting Goods show a much quicker deflation online, possibly caused by a quicker product turnover online.
Adobe Digital Insights Digital Dollar Q2 2018Adobe
Leveraging Adobe Analytics Cloud data, the Digital Dollar Report for the second quarter of 2018 focuses on e-commerce trends in the U.S. and the U.K. as well as within U.S. regions. Like the ADI Holiday, Digital Economy Project, and retail reports, this report uses aggregate and anonymized data from the Adobe Analytics Cloud to develop insights on online retail and economic trends. Releases feature updates on general trends in e-commerce and predictions and summaries of quarterly online retail, updates on pricing via the Digital Price Index, and features focusing on product insights and trends.
Adobe Insights took a dip into the political realm through the eyes of a marketer. How does all of this political activity impact consumers digital habits? From visit share by device, app growth, and CPMs in video ads within voting districts. We looked at over 150B visits, 3.1B social mentions & 83B video ad impressions to bring about some very interesting insights.
The online shopping season is upon us, and it's shaping up to be the biggest year yet. Adobe is predicting over $143B in online spend. Consumers will be relying heavily on their smartphones, spending $14B more this season.
2013 was the shortest online shopping season since 2002 with only 27 days between Thanksgiving and Christmas. Despite the condensed season, online sales grew by 18% over last year, and November plus December accounted for 27% of total annual sales for the average US retailer; a higher share than any other country.
Adobe Digital Insights Holiday Recap Report 2016Adobe
The 2016 holiday season couldn’t have ended on a happier note, with retailers watching $91.7 billion in online revenue flow in, for an 11% increase year-over-year. Search came through as a good driver of online sales, while mobile missed the mark from a transaction perspective. Read more in the Holiday Recap Report.
Adobe Digital Insights Digital Dollar Q1 2018Adobe
Leveraging Adobe Analytics Cloud data, the Digital Dollar Report for the first quarter of 2018 is the first release of a new quarterly series of reports focusing on retail and economics. Like the ADI Holiday, Digital Economy Project, and retail reports, this report uses aggregate and anonoymized data from the Adobe An-alytics Cloud to develop insights on online retail and economic trends. Releases feature updates on general trends in e-commerce and predictions and summaries of quarterly online retail, updates on pricing via the Digital Price Index, and features focusing on product insights and trends.
US 2016 Holiday Homestretch: Performance to Date Bodes Well for HolidayDeborah Weinswig
1. Holiday Homestretch: Performance to Date Bodes Well for Holiday
2. Holiday Shopping Season Lengthened
3. Some Retailers Shut their Doors on Thanksgiving
4. Thanksgiving/Black Friday Store Traffic Declined Modestly, but Showed Improvement over Recent Years
5. Black Friday Online Sales Hit Record, Mobile Drove Growth
6. Comments from Retailers on Black Friday Results
7. Cyber Monday Set Online Sales Record
8. Amazon Won Cyber Weekend Again
9. Thanksgiving Weekend: E-Commerce’s Share of Holiday Spending Increased
10. Cyber Monday Becomes Cyber Week
11. Sales by Region: Thanksgiving Day Through Cyber Monday
12. With the Bulk of Major Shopping Days Still Ahead, Expect a Last-Minute Rush of Holiday Shoppers
13. Post–Black Friday Drop-Off in Traffic Seen in Last Few Weeks Is Normal
14. Online Traffic Remained Strong in Early December Despite Expected Post–Black Friday Drop-Off
15. Holiday Promotions Generally Consistent with Last Year, Not as Deep as Black Friday’s
16. Retailers Should Take a Holistic View of Consumers to Be Successful
17. Holiday Themes: Fashion Trends
18. Positive Holiday Calendar
19. Favorable Macro Backdrop
Adobe Digital Insights -- Prime Day Results 2019Adobe
As Prime Day comes to a close this year, Adobe Digital Insights recaps day 2 of the summers biggest online retail shopping holiday. From the categories that saw the biggest discounts to which marketing channels drove the highest share of revenue.
The upcoming holiday season will be the biggest online shopping extravaganza yet. So says Adobe Digital Insights (ADI), which predicts an 13.8% growth year-over-year, with holiday online sales reaching over $100 billion.
Adobe Digital Insights -- State of Travel 2019Adobe
Adobe’s "State of Travel" report offers the most comprehensive set of insights of its kind in the industry. This year we dive into the best day to book flights, booking trends among different generations, and where aspiring travelers get their inspiration for their next destination.
Adobe Digital Economy Project -- November 2017Adobe
In the U.S., topline inflation is down in November across DPI categories for the first time after two months of inflation (-0.9% in the all-items index and -1.1% in the all-items less grocery index). Prices are slightly up in the year-over-year in the all-items index (0.3%) and down for the all-items less grocery index (-1.1%).
In November, monthly deflation was driven by consumer products, consistent with the holiday shopping season: televisions (-9.4%), tablets (-6.9%), and appliances (-7.1%).
In the midst of the holiday travel booking season all flights showed 1.7% MoM inflation, while domestic flights increased 1.3% MoM. Consistent with typical travel patterns, international and domestic hotels showed month-over-month deflation (-1.1% and -4.6%, respectively).
In grocery, deflation in November (-0.5%) was driven by beverages materials including coffee and tea (-1.6%), ice cream and related products (-1.5%), fats and oils (-1.0%).
Across the pond, consumers in the U.K. are facing continued price rises in grocery prices., where food prices are up 0.4% MoM in November resulting in a 3.8% year-over-year for the twelve months ending in November
Contrary to last month where almost all states showed inflation, all states in November showed deflation consistent with nationwide holiday discounts.
Prime Day is one of the largest shopping days each year. Adobe Digital insights dives into the data around Amazon's Prime day, to measure exactly what kind of impact this brand created shopping day has on online shopping.
Adobe Digital Economy Project -- October 2017Adobe
In the U.S., topline inflation is up across DPI categories for the second consecutive month after five straight months of deflation (0.5% in the all-items index and 0.4% in the all-items less grocery index). Prices remain down year-over-year in the all-items index (-0.2%) and down for the all-items less grocery index (-1.8%).
In October, inflation outside of travel was primarily in pet products (1.3% MoM inflation), appliances (1.0%), and grocery, alcohol, and apparel (all 0.7% MoM inflation).
In the midst of the holiday travel booking season all flights showed 2.6% MoM inflation, while domestic flights increased 2.9% MoM. Consistent with typical travel patterns, international and domestic hotels showed month-over-month deflation (-3.7% and -2.1%, respectively).
Deflation in October outside of travel occurred in tablets (-3.6% MoM), televisions (-1.6%), and toys (-1.1%).
In grocery, inflation in October (0.7%) was driven by fruits and vegetables (1.4%), beverage materials including coffee and tea (1.3%), and juice and non-alcoholic beverages (1.2%)
Across the pond, consumers in the U.K. are facing continued price rises in grocery prices., where food prices are up 0.7% MoM in October, resulting in a 3.5% year-over-year for the twelve months ending in October.
Inflation is widespread across the U.S. in September with nearly all states (49) showing inflation in October (or near-zero positive inflation) with only 2 states showing deflation month-over-month.
2016 Holiday Shopping Predictions: Europe And Asia-PacificAdobe
New analysis by Adobe Digital Insights finds that holiday spending will increase $15.8B year-over-year in 13 countries tracked. The main finding is that going online to shop is still about deals, but convenience factors are on the rise.
This last quarter, defined by the holidays craze, saw voice assistant sales double and wireless chargers sales triple. Wireless headphones outsold wired ones for the first time. This last quarter's total revenue was 14.7% larger than Q4 last year for online retailers focused on Consumer Electronics.
Consumers spent $83 billion online during the 2015 holiday season, 12.7% more than they spent in 2014, according to data from Adobe Digital Index (ADI). What’s more, between November 22 and December 22, there were 31 days of at least $1 billion in online sales, a drastic increase in billion-dollar days over years past. Also, the biggest growth year-over-year (YoY) in online sales, according to ADI, occurred the week before Christmas.
Adobe Insights took a dip into the political realm through the eyes of a marketer. How does all of this political activity impact consumers digital habits? From visit share by device, app growth, and CPMs in video ads within voting districts. We looked at over 150B visits, 3.1B social mentions & 83B video ad impressions to bring about some very interesting insights.
The online shopping season is upon us, and it's shaping up to be the biggest year yet. Adobe is predicting over $143B in online spend. Consumers will be relying heavily on their smartphones, spending $14B more this season.
2013 was the shortest online shopping season since 2002 with only 27 days between Thanksgiving and Christmas. Despite the condensed season, online sales grew by 18% over last year, and November plus December accounted for 27% of total annual sales for the average US retailer; a higher share than any other country.
Adobe Digital Insights Holiday Recap Report 2016Adobe
The 2016 holiday season couldn’t have ended on a happier note, with retailers watching $91.7 billion in online revenue flow in, for an 11% increase year-over-year. Search came through as a good driver of online sales, while mobile missed the mark from a transaction perspective. Read more in the Holiday Recap Report.
Adobe Digital Insights Digital Dollar Q1 2018Adobe
Leveraging Adobe Analytics Cloud data, the Digital Dollar Report for the first quarter of 2018 is the first release of a new quarterly series of reports focusing on retail and economics. Like the ADI Holiday, Digital Economy Project, and retail reports, this report uses aggregate and anonoymized data from the Adobe An-alytics Cloud to develop insights on online retail and economic trends. Releases feature updates on general trends in e-commerce and predictions and summaries of quarterly online retail, updates on pricing via the Digital Price Index, and features focusing on product insights and trends.
US 2016 Holiday Homestretch: Performance to Date Bodes Well for HolidayDeborah Weinswig
1. Holiday Homestretch: Performance to Date Bodes Well for Holiday
2. Holiday Shopping Season Lengthened
3. Some Retailers Shut their Doors on Thanksgiving
4. Thanksgiving/Black Friday Store Traffic Declined Modestly, but Showed Improvement over Recent Years
5. Black Friday Online Sales Hit Record, Mobile Drove Growth
6. Comments from Retailers on Black Friday Results
7. Cyber Monday Set Online Sales Record
8. Amazon Won Cyber Weekend Again
9. Thanksgiving Weekend: E-Commerce’s Share of Holiday Spending Increased
10. Cyber Monday Becomes Cyber Week
11. Sales by Region: Thanksgiving Day Through Cyber Monday
12. With the Bulk of Major Shopping Days Still Ahead, Expect a Last-Minute Rush of Holiday Shoppers
13. Post–Black Friday Drop-Off in Traffic Seen in Last Few Weeks Is Normal
14. Online Traffic Remained Strong in Early December Despite Expected Post–Black Friday Drop-Off
15. Holiday Promotions Generally Consistent with Last Year, Not as Deep as Black Friday’s
16. Retailers Should Take a Holistic View of Consumers to Be Successful
17. Holiday Themes: Fashion Trends
18. Positive Holiday Calendar
19. Favorable Macro Backdrop
Adobe Digital Insights -- Prime Day Results 2019Adobe
As Prime Day comes to a close this year, Adobe Digital Insights recaps day 2 of the summers biggest online retail shopping holiday. From the categories that saw the biggest discounts to which marketing channels drove the highest share of revenue.
The upcoming holiday season will be the biggest online shopping extravaganza yet. So says Adobe Digital Insights (ADI), which predicts an 13.8% growth year-over-year, with holiday online sales reaching over $100 billion.
Adobe Digital Insights -- State of Travel 2019Adobe
Adobe’s "State of Travel" report offers the most comprehensive set of insights of its kind in the industry. This year we dive into the best day to book flights, booking trends among different generations, and where aspiring travelers get their inspiration for their next destination.
Adobe Digital Economy Project -- November 2017Adobe
In the U.S., topline inflation is down in November across DPI categories for the first time after two months of inflation (-0.9% in the all-items index and -1.1% in the all-items less grocery index). Prices are slightly up in the year-over-year in the all-items index (0.3%) and down for the all-items less grocery index (-1.1%).
In November, monthly deflation was driven by consumer products, consistent with the holiday shopping season: televisions (-9.4%), tablets (-6.9%), and appliances (-7.1%).
In the midst of the holiday travel booking season all flights showed 1.7% MoM inflation, while domestic flights increased 1.3% MoM. Consistent with typical travel patterns, international and domestic hotels showed month-over-month deflation (-1.1% and -4.6%, respectively).
In grocery, deflation in November (-0.5%) was driven by beverages materials including coffee and tea (-1.6%), ice cream and related products (-1.5%), fats and oils (-1.0%).
Across the pond, consumers in the U.K. are facing continued price rises in grocery prices., where food prices are up 0.4% MoM in November resulting in a 3.8% year-over-year for the twelve months ending in November
Contrary to last month where almost all states showed inflation, all states in November showed deflation consistent with nationwide holiday discounts.
Prime Day is one of the largest shopping days each year. Adobe Digital insights dives into the data around Amazon's Prime day, to measure exactly what kind of impact this brand created shopping day has on online shopping.
Adobe Digital Economy Project -- October 2017Adobe
In the U.S., topline inflation is up across DPI categories for the second consecutive month after five straight months of deflation (0.5% in the all-items index and 0.4% in the all-items less grocery index). Prices remain down year-over-year in the all-items index (-0.2%) and down for the all-items less grocery index (-1.8%).
In October, inflation outside of travel was primarily in pet products (1.3% MoM inflation), appliances (1.0%), and grocery, alcohol, and apparel (all 0.7% MoM inflation).
In the midst of the holiday travel booking season all flights showed 2.6% MoM inflation, while domestic flights increased 2.9% MoM. Consistent with typical travel patterns, international and domestic hotels showed month-over-month deflation (-3.7% and -2.1%, respectively).
Deflation in October outside of travel occurred in tablets (-3.6% MoM), televisions (-1.6%), and toys (-1.1%).
In grocery, inflation in October (0.7%) was driven by fruits and vegetables (1.4%), beverage materials including coffee and tea (1.3%), and juice and non-alcoholic beverages (1.2%)
Across the pond, consumers in the U.K. are facing continued price rises in grocery prices., where food prices are up 0.7% MoM in October, resulting in a 3.5% year-over-year for the twelve months ending in October.
Inflation is widespread across the U.S. in September with nearly all states (49) showing inflation in October (or near-zero positive inflation) with only 2 states showing deflation month-over-month.
2016 Holiday Shopping Predictions: Europe And Asia-PacificAdobe
New analysis by Adobe Digital Insights finds that holiday spending will increase $15.8B year-over-year in 13 countries tracked. The main finding is that going online to shop is still about deals, but convenience factors are on the rise.
This last quarter, defined by the holidays craze, saw voice assistant sales double and wireless chargers sales triple. Wireless headphones outsold wired ones for the first time. This last quarter's total revenue was 14.7% larger than Q4 last year for online retailers focused on Consumer Electronics.
Consumers spent $83 billion online during the 2015 holiday season, 12.7% more than they spent in 2014, according to data from Adobe Digital Index (ADI). What’s more, between November 22 and December 22, there were 31 days of at least $1 billion in online sales, a drastic increase in billion-dollar days over years past. Also, the biggest growth year-over-year (YoY) in online sales, according to ADI, occurred the week before Christmas.
It’s no secret the warmer weather played a large role this holiday season. The total weather impact on Apparel Specialty Stores alone was a negative $572 million from November 1 through December 31, 2015 (vs. the same period last year). This does not include apparel sold through dept. stores, discounters, online.
Join Marie Driscoll, CFA, from the Fung Business Intelligence Centre and Planalytics for our Holiday Recap Webcast. The webcast will provide an analysis of the post-holiday shopping season.
Topics covered on this webinar include:
• A recap of initial results and trends from the holiday season.
• A recap of the weather events of the past several weeks.
• A review of weather’s impact on total results and specific business segments.
• The impact of weather on post holiday / January sales including gift card redemption.
Five early lessons from the holiday shopping seasonMike Cassidy
Consumers will tell retailers what they want in terms of customer experience. It's up to retailers to have the tools to listen and then follow through.
US 2016 Holiday Wrap-Up: Successful Season Driven by a Late-December SurgeDeborah Weinswig
1. Holiday Wrap-Up: Season Was a Success, Driven by a Last-Minute Surge of Shoppers
2. Consumers Were Willing to Wait for the Best Deals, Which Resulted in a Last-Minute Rush in Sales
3. Favorable Holiday Calendar; Day Before Christmas Was a Saturday
4. Cold Weather Caused an Uptick in Outerwear Sales
5. Holiday Online Sales Growth Outpaced In-Store Sales Growth
6. Retailers Managed Online/Offline Balance Better than in Years Past
7. Amazon Won with Its “Best Ever” Holiday Season
8. In-Store Traffic Increased When Online Delivery Window Closed
9. Not Everybody Won—Department Store Sales Growth Was Less Robust and Apparel Struggled amid Discounting
10. This Season’s Best-Sellers: Tech-Related Products
11. Traffic Momentum Continued After Christmas
12. National Returns Day, January 5, Expected to Draw 1.3 Million Package Returns
13. Brick-and-Mortar Stores See Returns as an Opportunity to Drive Sales
14. Favorable Macro Backdrop
The Adobe Digital Index (ADI) “Holiday 2015 Predictions” are in, and if the forecast is on the mark, it’s quite a jolly one for brands and retailers. One key number: Cyber Monday is expected to hit $3 billion in online sales for the first time, a 13.2% increase year-over-year (YoY).
The upcoming holiday season will be the biggest online shopping extravagnaza yet. So says Adobe Digital Insights (ADI), which predicts an 11% growth year-over-year, with holiday online sales reaching $91.6 billion.
The deck Presented by Alyssa Zaremba and Heath Bertini:
For the 2017 holiday season, NetElixir has predict slower than average e-commerce growth (See NetElixir's research and forecast covered by MarketingLand). As the online market becomes saturated and dominated by larger players, online businesses need to stay ahead of the curve in order to thrive. Join Alyssa Zaremba and Heath Bertini of NetElixir for online marketing best practices, insights, and actionable recommendations that will help your business gear up in time for peak season.
January 2010
That whooshing sound heard on Christmas morning was not the sound of Santa’s sleigh launching its return trip to the North Pole.
It was the collective sigh of relief by America’s retailers, as they squeaked through an intensely uncertain holiday season with positive growth numbers. Put in perspective, though, a little bit of good news for the holiday season is a modestly upbeat flourish on
what is otherwise still a very challenging
retail market.
The Neto State of Ecommerce Report charts the transformation of ecommerce over the year to bring you data, insights and trends from thousands of Australian retailers across a range of verticals. Some of the key findings:
• 30% growth in average sales across all verticals
• $130 average basket size (with 5% year-on-year growth)
• Top performing verticals: fashion, homewares, motor parts
• Biggest spenders: food & alcohol
• 122% growth in pay later (Afterpay, Zip)
• 1/3 of total sales come through marketplaces
Plus insights from our partners eBay, Google, PayPal, Sendle and SmartrMail, this report provides a really in-depth look at ecommerce and online from every angle.
Criteo's US Black Friday 2017 report. Black Friday 2017 was likely the biggest day in US ecommerce history, with number of US Shoppers growing 3.5% YoY.
Mason Garrity, 3Q Digital
The Online Super Bowl: Keys to Winning the Holidays
Presented at Seattle Interactive Conference 2013
Last year Cyber Monday represented the single biggest day in online spending, totaling $1.465 billion in retail sales. Up 17% from 2011, the macro data shows no signs of this growth slowing. The holiday season as a whole is the single most critical time for companies to execute best in class digital marketing tactics to ensure that they maximize their return during peak demand. Given the importance, your planning and implementation should begin now. We’ll dive into search, social, display, retargeting, and analytic strategies that will help you win during the holiday season, and use this time of year to propel you to a new baseline in 2014.
8 e commerce holiday dates you should not miss for your business!CedCommerce
The holiday season is up and it is the right time to plan for huge traffic and high sales!
eCommerce Holidays play a very important role for the businesses, as along with them they bring in humongous sales too.
In a survey, most of the eCommerce businessmen revealed the time they start planning for these holiday seasons and it was seen that a large number of them started at the beginning of Q3 and take it to the peak by its end i.e. July – September.
http://bit.ly/2OkVoXV
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2. HOLIDAY RECAP | 2018
METHODOLOGY
Visit our website: adobe.ly/AdobeInsights
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Follow us: @adobeinsights
Most comprehensive report of its kind in industry
Based on analysis of aggregate and anonymous data via:
• Daily revenue model based on analysis of more than 1 trillion visits to the U.S.-based retail websites
• Product and pricing insights based on analysis of sales of more than 55 million unique products
• Adobe Analytics measures transactions at 80 of the top 100** retailers on the web in the U.S.
Adobe Advertising Cloud
** Source: Adobe Analysis of Internet Retailer 2018
Adobe Experience Cloud Adobe Analytics Cloud
2
3. HOLIDAY RECAP | 2018
Key Findings
Online Holiday Retail Spending Finished up 16.5% YoY: $126.0B
• Average daily online revenue exceeded $2B for first time; 26 days of the 61-day season exceeded that mark
• Faster growth between Thanksgiving and Cyber Monday continued to concentrated sales on those five days;
pushing the $100B mark 11 days earlier this year.
• Pre-Black Friday Deals lifted spending in the days before Thanksgiving
Lessons for Us All
• Smartphones drove half the traffic for the first time and nearly a third of the revenue (average daily
visits/revenue: 51.4%/31.0%)
• Pickup in store showed strong YoY growth (+50%)
• Last step on customer journey equally split between marketing-aided and consumer-defined channels
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4. HOLIDAY RECAP | 2018
Online Holiday Shopping Season Reached $126 Billion
Methodology
* The National Retail Federation estimates overall holiday retail will increase between 4.3% and 4.8%
**The NRF Estimates ~$720B in total holiday spending this year, online and offline.
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Online holiday shopping (Nov-Dec) revenue in the U.S. was
$126.0B in 2018, 16.5% more than 2017.
• Since 2016, online holiday season revenue growth has been
increasing, attributed to strong consumer confidence.
• Online revenue growth during holiday continues to outpace
overall retail growth (16.5% online vs. 4.5% overall*).
Just how much money is $126B?
You could buy nearly 80K homes in San Francisco.
5. HOLIDAY RECAP | 2018
Holiday Sales Spiked on Key Days then Continued to Rise Until Dec 17th
Online sales trend matched expectations of how consumers shop
during the Holiday.
• The time between Thanksgiving and Cyber Monday accounted for $1
in $5 (19.2%) of total online retail revenue.
• Consumers spent an average 40% more per day during the three-
weeks after Cyber Monday than the first three weeks of the season.
• Sales continued to grow until the Monday 8-days out from Christmas
• The rising revenue due to a steady increase in conversion until Dec.
16th as opposed to consumers spending more per order.
Glossary
Pre Cyber-Week: Nov 1st – Nov 17th.
Post Cyber-Week: Nov 28th – Dec 31st
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6. HOLIDAY RECAP | 2018
Daily Sales Averaged $2.1B Across the Whole Season
Holiday Season is the 61 days between Nov 1st and New Years Eve
• Averaged $2.1B per day, up from $1.8B last year. (+16.5%)
• 26 $2B days, up from 15 last year
• Every day exceeded $1B day, except for Dec 22nd, 23rd, 24th and 25th.
• Least revenue in the Season was Christmas Eve: $880M
• $100B mark hit 11 days earlier: Dec 15th vs. Dec 26th.
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7. HOLIDAY RECAP | 2018
Buy-Online-Pick-Up-In-Store Up Throughout the Season
BOPIS orders
• Increased 47% YoY from November 1st to December 19th.
• Increased 50% YoY during the 5-day Holiday weekend
Retailers need to up-sell-in-store as AOV is smaller
• BOPIS baskets tend to contain few items (1.9 vs 2.7 units).
• Comprising of less expensive items ($38 vs. $42).
Glossary
†Brick-and-click: retailers that have an online store, and physical locations.
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+50%
8. HOLIDAY RECAP | 2018
Pure-Play Retailers See More Desktop Traffic and thus Cart Completion
Use of Desktop
• Shoppers at Pure-Play retailers are 30% more likely than those visiting an
omni-channel retailer to use a desktop to shop during the holiday season.
Cart Conversion
• Given the prevalence of desktop shoppers, cart conversion is 40% higher
among Pure-Play retailers.
Glossary
†Brick-and-click: retailers that have an online store, and physical locations.
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9. HOLIDAY RECAP | 2018
For the First Time Smartphones Accounted for Half of all Visits
Share of revenue and visits rose slowly during the season.
• Average daily figures: 51..0% visits; 31.0% revenue up 25% and 34% YoY,
respectively
• Christmas Day continues to be most phone-centric (61% visits and 42%
revenue)
• Typical pattern of strong phone usage on the weekends where share of
visits and revenue increase 6% and 8% respectively
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51%Share of visits from smartphone
10. HOLIDAY RECAP | 2018
5-Day Weekend* Drove Season Growth, With Some Early Shopping
Record Breaking Sales Online by Day:
• Thanksgiving - $3.7B (+27.9%)
• Black Friday - $6.2B (+23.6%)
• Cyber Monday - $7.9B (+19.3%)
$24.2B
5-day weekend sales
+23% YoY
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• The run up to Thanksgiving saw some days with large growth over last year
• The Sunday Before and Wednesday preceding Thanksgiving saw an incremental $1B
over last year.
• Wednesday is as big as Small Business Saturday last year ($2.4B)
• Wednesday grew 32% YoY
Note: 5 days from Thanksgiving thru Cyber Monday.
11. HOLIDAY RECAP | 2018
Smartphones Contributed $1 of $3 During Weekend
32%/52%
Share of Revenue and Visits from
smartphones. (+29%/+20% YoY,
respectively)
$2.1B/$2.2B
Smartphone revenue on Black
Friday/Cyber Monday
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12. HOLIDAY RECAP | 2018
Prices Dropped for Key Categories on Thanksgiving
Holiday Weekend remains best time to get good deals..
• Prices of Toys dropped this year as retailers fought to capture Toys R Us consumers; 31% vs. 19% last year.
• Televisions showed similar discounts the last two years;
• Computers showed a more steady decrease through out the season ahead of the Thanksgiving drop.
Thanksgiving
Nintendo Switch
Beats
Hot Wheels
Red Dead Redemption 2
HatchiBabies
Black Friday
Laptops (Lenovo and Dell)
L.O.L. Surprise
Fingerlings
Let’s Go Pikachu/Eevee
God of War
Cyber Monday
Fingerlings
L.O.L. Surprise
Nintendo Switch
Laptops (Dell and Apple)
LG TVs
Discount from 1 Oct
to Cyber Monday
Top Selling Products
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2018 2017
-18% -14%
-19% -21%
-31% -19%
13. Four hours on Cyber Monday (7pm – 11pm PST) were the most
active period of the year
• These four hours recorded over $2B in sales.
• Conversion rose sharply through the evening, ending at twice
the average for the day as consumers hurried to take
advantage of deals.
HOLIDAY RECAP | 2018
Consumers Waited to Take Advantage of Cyber Monday Deals
Revenue peaked because
consumers committed to
ordering late in the day.
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14. HOLIDAY RECAP | 2018
Consumers Shopped a Little Differently Across Markets
Across the top 50 US markets, there is a $22 difference in average order value during the Holiday Season
• Two West Coast cities topped the list this season: Los Angeles $156, San Francisco/San Jose $154
• Top 10 averaged $152.73
• Grand Rapids recorded the lowest at $134 just below three tied at $136 – Hartford & New Haven, Harrisburg/Lancaster, PA, and
Oklahoma City
• Bottom 10 averaged $137.23
Technical Note: Based on Nov 1 to Dec 15
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• Basket size driven primarily by more items as opposed to more
expensive items.
• Selecting higher-priced items accounts for 39% of the
difference
• Number of items in the cart accounts for 61% of the
difference
15. HOLIDAY RECAP | 2018
Thanksgiving More Mobile than Black Friday or Cyber Monday
Consumers used their smartphones 10% more than expected
when likely at home or shopping.
• Thanksgiving revenue (actual share vs. predicted share)
• 38% vs. 35% smartphone, 52% vs. 53% desktop
• Black Friday revenue:
• 33% vs. 30% smartphone , 57% vs. 60% desktop
• Cyber Monday revenue:
• 28% vs. 25% smartphone, 64% vs. 66% desktop
• Share of revenue up ~30% YoY each day.
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16. Smartphone Cart to Order conversion dipped 9% during the
holiday season compared to the first eight months of the year as
shoppers are less intent on completing their purchases.
• Desktops held steady at year end.
• Cart conversion happens over 30% less often on smartphones
compared to desktop.
• That gap is potentially stifling Holiday Season revenue by
$15B
HOLIDAY RECAP | 2018
Smartphone Cart Conversion Declines During Holiday Season
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17. HOLIDAY RECAP | 2018
Revenue Equally Divided Between Aided and Unaided Journeys
50% of holiday weekend revenue associated with tactics where
marketing directly involved in the journey.
• Marketing Aided Tactics: Paid Search, Email/Newsletter, Social
Networks, Display
50% of weekend revenue associated with more unaided paths to
purchase
• Marketing Unaided Tactics: Direct Traffic, Natural Search,
Referring Domains
Patterns very similar to last year for major four tactics; none saw
a share change of more than 10%.
• Paid Search +6%, Email/Newsletter –2%
• Direct Traffic +3%, Natural Search -3%
Glossary
Referring Domains: shopper helper sites like RetailMeNot
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19. HOLIDAY RECAP | 2018
Top/Bottom Ten Markets (DMA) Based on Average Order Value
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Top 10 Markets (DMA) AOV # of Homes
Los Angeles $155.53 151,000
San Francisco-Oak-San Jose $154.47 80,000
Denver $153.20 273,000
Miami-Ft. Lauderdale $153.14 343.000
New York $153.01 271,000
Houston $152.36 570,000
Washington DC (Hagrstwn) $152.07 217,000
Salt Lake City $151.96 321,000
Seattle-Tacoma $151.64 227,000
San Diego $149.92 171,000
Bottom 10 Markets (DMA) AOV # of Homes
Birmingham (Ann and Tusc) $139.43 737,000
Milwaukee $139.17 460,000
Pittsburgh $138.23 808,000
St. Louis $138.02 571,000
Greenvll-Spart-Ashevll-And $137.94 750,000
Cincinnati $136.70 724,000
Oklahoma City $136.47 872,000
Harrisburg-Lncstr-Leb-York $136.13 586,000
Hartford & New Haven $135.96 490,000
Grand Rapids-Kalmzoo-B.crk $134.19 710,000
# of Homes: The number of homes $126B could buy in the market according to Zillow Housing Index Nov. 2018.