Category: ‘Holiday Season’





Holiday Online Shopping Predictions 2015

Posted on November 13, 2015 at 11:07 am

 

 

With the orange jack-o-lantern buckets and fuzzy fake spider webs of Halloween back in storage for another year, the silent clouds rolling in with their chill and eventual winter snow, it’s time to look forward to the Happy Holidays ahead. And what would the years’ conclusion be without gifts, the company of loved ones, and those enticing holiday sales?

As season’s greetings and family knock on our doors, the leading industry research companies are posting holiday online shopping predictions and forecasts of what to expect. Studies from Forrester, eMarketer, NRF, Adobe, and Deloitte have provided the following statistics forecasting the end-of-year shopping season…

 

Forrester

  • Online sales are predicted to exceed $95 billion, which represents an 11% growth from 2014 holiday sales
  • eCommerce sales will likely amount to 15% of holiday sales
  • It’s forecasted that 40% of the growth in holiday sales overall will come from eCommerce this year

 

eMarketer

  • Retail holiday sales are projected to grow by 5.7% this year, the biggest jump since 2011
  • Total sales will likely surpass $885 billion
  • eCommerce is projected to be responsible for 9% of holiday retail sales
  • Social commerce will likely be a bigger player in holiday shopping with the “new buy” and “shop now” options on social networks
  • mCommerce is projected to account for over $60 billion dollars of total revenue
  • 68% of 2015 eCommerce sales will likely amass from holiday related retail sales
  • 45% of shoppers who use in-store pickup are expected to buy additional items while in the store

 

Adobe (U.S.)

  • Online sales are projected to reach a record $83 billion, an increase of 11% year over year
  • Cyber Monday sales are expected to total $3 billion
  • Black Friday online sales are expected to reach $2.7 billion
  • Adobe predicts that 76% of holiday sales will go to just 1% of specific product SKUs. Of these sales, 60% are anticipated to be electronics
  • Thanksgiving day shoppers are predicted to receive an average discount of 27%

 

Deloitte

  • Deloitte forecasts that holiday sales will increase 3.5%
  • Digitally influenced sales are predicted to affect 64% (or $434 billion) of in-store sales
  • It is anticipated that consumers will increase spending by 12.5% this season
  • Consumers will likely spend 11% more on holiday items this year with 75% of shoppers intending to spend more than last year
  • 50% of consumers said they will also be buying for themselves when shopping for others

 

NRF

  • Sales are expected to increase by 3.7% to a total of $630.5 billion (excludes gas, auto, and restaurant sales)
  • Holiday sales this year are forecasted to represent 19% of the retail industry’s annual sales of $3.2 trillion
  • NRF forecasts online sales will likely increase between 6 and 8 percent to as much as $105 billion
  • Retailers are expected to hire between 700,000 and 750,000 seasonal employees this year, on par with last year’s count of 714,000
  • Shoppers will likely spend an average of $463 on family members and $805 total this holiday season, with more than half of shoppers planning to splurge on non-gift items for themselves

 

Numerical discrepancies aside, we should see an uptick in consumer spending this season, whether shoppers are buying gifts for their families or taking advantage of the sales for themselves. It’s predicted that 76% of sales will go to just 1% of product SKUs, with many shoppers hunting for the same items, especially when it comes to electronics. The influence of mobile and social shopping is steadily increasing, and this year’s holiday season is no exception. As shopping technologies and tactics evolve each year, we’re looking forward to seeing an engaging transformation in the holiday buying habits of shoppers.

 

The Impact of Holiday Mobile Commerce This Season

Posted on December 19, 2014 at 1:39 pm

If one trend emerged from the 2014 holiday season, it’s that more consumers are choosing not to wait in lines on Black Friday but instead shop at home from their smartphones and tablets. Mobile (and tablet) commerce continues to evolve in the online retail world and has become a focal point for many retail strategies during the holiday season and moving into 2015.

But what should online retailers know about the impact of mobile commerce on the holiday season? Here are a few things…

  • Mobile sales account for a large (and growing) portion of sales on key retail holidays – According to IBM, U.S. mobile sales accounted for 22% of all 2014 Cyber Monday sales and 41% of all site traffic. In general, consumers had more site sessions via smartphone devices but converted at a higher rate on tablet devices (mobile 2.2%, tablet 5.7%). Tablets also had an average order value of $121, over $20 more than smartphones.

 

  • Mobile devices are used to check prices (especially with older shoppers) – While mobile sales continue to increase, these sales are primarily skewed towards younger shoppers who are more comfortable purchasing on mobile devices. Especially for shoppers over the age of 40, mobile devices are used to check prices but rarely used to buy online (only 6% of all mobile purchases are made by consumers in this age range).

 

  • Black Friday is even more popular than Cyber Monday for mobile U.K. users – Mobile sales grew 36% year-over-year on Black Friday in the U.K. and was led by a surge in mobile traffic with over 60% of all site sessions originating from mobile devices. 47% of all 2014 Black Friday sales also occurred on mobile devices, 4% more than the Cyber Monday percentage.

 

  • In-store mobile payments are also becoming more common – Some consumers have become more comfortable with online shopping on their mobile devices because they occasionally use these devices for in-store purchases. According to Accenture, only 58% of U.S. internet users have never made an in-store mobile payment, down significantly from 83% in 2012.

 

  • Mobile advertising continues to be a minor factor during the holiday season – Despite the strong number of mobile sessions during the holiday season, very few retailers opted to increase their paid search spend on these devices (especially smartphone only ads). Only 9% of all holiday advertising spends between November 27 and December 1 were used on smartphone paid ads.

 

  • E-mail marketing continues to be key for driving mobile holiday sales – With more consumers relying on their mobile devices as their primarily method for e-mail communication, it has become key for retailers to get the right messages into their inbox. On Black Friday, e-mail marketing impacted approximately 27% of all online retail sales, with many sales happening on mobile devices or through a cross-device purchasing path.

In conclusion, the emergence of holiday mobile commerce was one of the most impactful trends during the 2014 season. As we look into 2015, mobile devices will likely continue to increase not only in sessions on online retail sites but also in conversion rates as a larger percentage of consumers continue to become more comfortable completing transactions with their mobile devices.

 

2014 Holiday Shopping Preview (Infographic)

Posted on October 17, 2014 at 1:08 pm

The 2014 holiday shopping season is almost here!

Our new infographic looks at data for the 2014 holiday shopping season to help retailers prepare for the coming months. With a focus on digital and overall retail sales, carrier statistics, and general holiday trends, this holiday season has been predicted to be one of largest holiday shopping seasons ever…

2014 Holiday Season Infographic