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BizReport : Ecommerce archives : November 26, 2015

Adobe: $27billion spent so far, 46% mobile traffic

Consumers have already spent nearly $27 billion online this holiday season, according to new data released today by Adobe, with mobile's impact ahead of expectations.

by Helen Leggatt

Between November 1 and November 24, U.S. consumers spent $26.8 billion online, 8.5% more than the same period last year, according to Adobe's first set of 2015 Digital Index Online Shopping data for the holiday season.

That equates to an average of $98.10 per Internet user. The average order value has increased 7% YoY to $125.63. 'Singles Day' (November 11) set a new U.S. record, found Adobe, with $1.35 billion in sales.

adobe 1.jpg

Mobile continues to play a dominant role in online shopping and accounted for 46% of retail website visits (35% smartphone and 11% tablet) during the reporting period. Mobile generated 24% of sales totaling $6.3 billion.

Top selling products so far include Samsung and LG TVs, iPad Minis, Dyson vacuum cleaners, and Dell Inspiron computers, some of which were heavily discounted.

"Discounts are currently averaging 21% and out-of-stock incidents are already higher than last year by five to ten percent," said Tamara Gaffney, principal research analyst, Adobe Digital Index. "Top selling products like the Xbox One, Samsung Gear VR, Star Wars' Kylo Ren, and the GoPro HERO3 are already running low in stock."

Adobe will be sharing live updates on Twitter (@adobeindex) on Thanksgiving Day, Black Friday and Cyber Monday naming the top selling gift items for each day, which items are expected to be out of stock soon, total online sales by hour/day, the impact of mobile and social, and more.

Tags: ecommerce, holiday 2015 spending, mobile, online shopping

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