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BizReport : Ecommerce archives : October 28, 2016

2016 festive shopping season will be longer, busier, and break records

Adobe predicts that this festive shopping season will be longer, busier and break some records.

by Helen Leggatt

The latest Adobe Digital Insights report forecasts a longer holiday season than last year. While 2015 racked up 31 consecutive days, this year it is set to run for a whopping 53 consecutive days.

And that longer shopping period will, says Adobe, amount to an impressive 11% growth in online sales, reaching a record-breaking value of $91.6billion. While mobile is expected to drive more than half (53%) of traffic to retail websites, Adobe predicts it will contribute just 34% of online sales.

Cyber Monday will also break records, predicts Adobe, and is set to be the largest shopping day ever. The day is set to generate $3.36 billion in sales - 9.4% growth on last year. Sales on Thanksgiving Day will increase 15.6% YoY to $2 billion while Black Friday is predicted to grow 11.3% YoY to $3.05 billion.

Adobe's predictions are based on a huge collection data of by the Adobe Marketing Cloud consisting of more than one trillion visits to retail websites and 55 million product SKUs.

While many retailers focus on discounts and promotions to drive sales, Adobe's Managing Analyst, Becky Tasker, reveals that customer experience and loyalty is just as important. Tasker revealed that Adobe expects 25% will purchase at a higher price from brands they trust rather than go looking elsewhere for a bargain.

Tags: 2016 holiday shopping trends, ecommerce, mobile

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