According to Adobe’s predictions, e-commerce sales should be able to remain robust, even with this year’s short-than-usual holiday season. Adobe expects online holiday revenue to reach $143.8 billion this year, which is a 14.1% increase since last year.
This estimate is below the 16.5% year-over-year increase in e-commerce sales that Adobe reported last year when the shopping season was as long as possible.
“Holiday 2019 is the shortest possible, with only 22 days between Cyber Monday and Christmas,” reports Adobe, “This leaves almost $1 billion in revenue behind. However, retailers are able to make that up by starting sales earlier this year. Thanksgiving will grow at 20%.”
Every day during November and December, Abobe says, is going to have more than $1 billion in online holiday sales. The report is based on aggregate data from over one trillion visits to US-based retail websites.
For Cyber Week, the 20% life in e-commerce sales expected on Thanksgiving will account for $7 million more than was generated last Thanksgiving. Adobe expects Cyber Monday to see record-breaking sales this year, which will climb to $9.4 billion for the day, an 18.9% increase over last year.
This year’s Cyber Week, which takes place between Thanksgiving Day and Cyber Monday, is going to prove its worth as the biggest week of the year with sales projected to reach $28.9 billion, which will account for 20% of the holiday season’s total online sales.
Adobe is expecting mobile shopping to account for almost half of the overall retail holiday growth in the US. “Americans will spend $14 billion more this holiday season on their phone compared to last year.”
Christmas Day sales will see more purchases happening on phones than on desktops. This will be the first time ever that mobile-devices will get more sales than desktops for the day.
Adobe says that social doesn’t translate to sales the same way as email and search does. Even then, social drives more e-commerce visits. The company says that the share of smartphone visits on e-commerce sites stemming form social has tripled during the last three years.