Online spending up 32% to $ 188.2 billion on Holiday 2020: Adobe

An independent contractor of FedEx Corp unloaded the package from a delivery truck on Monday, December 2, 2019 in New York, US on Cyber ​​Monday.

Michael Nagle | Bloomberg Getty Images

According to Adobe Analytics, America’s online shopping grew by 32.2% in 2019 over the 2020 holiday, to a record $ 188.2 billion, as shoppers shopped both at home and on the web.

E-commerce sales during November, including Black Friday and Cyber ​​Monday, reached $ 100 billion for the first time, said Adobe, which tracks web transactions from 80 of the top 100 Internet retailers in the U.S. In another first time, online spending exceeded $ 1. Adobe said it topped $ 2 billion daily and 50 days during the 2020 holiday season.

In light of the epidemic, digital has become the primary way for people to connect, work, entertain and shop, “said Taylor Schreiner, director of Adobe Digital Insights,” Now, as the Kovid-19 cases are increasing and More rigid locks continue. – Withdrawal of small steps, online spending is expected to increase, at least for the early part of 2021. “

Grossery, equipment and books grew in popularity around the holidays compared to the October levels, Adobe said, while toy online sales were up 50% from 2019, and the jewelry category was 66%.

Internet spending during the week of Thanksgiving through Cyber ​​Monday was down to 20% in 2019, just 18% of the total season. As retailers fueled deals earlier than before, many Americans began their shopping in October to avoid congestion during the epidemic.

Retailers such as Target and Dick’s Sporting Goods, which offer curbside and other convenient pickup options for online orders, also reported more sales over the holidays, according to a separate Salesforce analysis. Their digital sales were up 49% on average from a year earlier, with a nearly 28% increase for retail businesses that did not have pickups and similar options, Salesforce found.

Shoppers are also finding ways to finance their purchases, and avoid driving their credit cards. The use of “buy now, pay later” for online orders rose 109% during the holidays, Salesforce found, with the biggest runup occurring in the last week before Christmas.

Now, the boom in e-commerce activity is going to translate into a record return volume, which could prove to be the next biggest headache for retailers in the new year. Salesforce expects a return of $ 330 billion in global online purchases after the 2020 holiday season, which is about 30% of total purchases.

“We expect to see these new innovations that the holiday strategy has become the new standard in 2021 that consumers expect from their favorite retailers and brands,” said Rob Garf, vice president of industry strategy for Salesforce on Retail said.

Read the full report of Adobe Analytics in the 2020 holidays here.


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