Predictions for the pre-Christmas season 2020 – eCommerce Magazin


Using Adobe Analytics, Adobe analyzed over a trillion visits to US retailers’ websites and 100 million item numbers from 80 of the 100 largest US retailers. This made it possible to use one of the most comprehensive data collections for the preparation of the study. Not only is online trade increasing in volume. Also new this year is a temporal one Correcting the Christmas sales. Instead of a peak during Cyber ​​Week, Adobe is assuming two “Cyber ​​Months” this year, namely November and December.

Important trends in online retail in the US

  • New daily records: Online purchases will crack the two billion US dollar mark between November 1st and November 21st, and even exceed three billion in the following weeks from November 22nd to December 3rd.
  • Black Friday and Cyber ​​Monday: For Black Friday, a record turnover of 10 billion US dollars is expected – an increase of 39 percent compared to the previous year. Only Cyber ​​Monday will generate more sales. Here, the data suggest sales of 12.7 billion US dollars, an increase of more than a third (35 percent).
  • Mobile use: Mobile purchases through the smartphone will total $ 28.1 billion in the US this year. At 42 percent, the share of mobile shopping is more than half (55 percent) above the previous year.
  • Small and large retailers:Small retailers ($ 10 million to $ 50 million annual online sales) are seeing a larger increase in sales (107 percent) than large retailers (84 percent).

New records for online sales in the run-up to Christmas

“We expect online sales to hit new records this holiday season. In the USA in particular, we anticipate an increase of 33 percent. From our data it is clear: Since the beginning of the Covid-19 pandemic, many buyers have been relocating their shopping trips to the Internet – this applies to both the USA and many other countries that are suffering from restrictions on stationary trade, “explains Paul Robson, President International at Adobe.

“It is interesting that smaller retailers and local companies in particular will benefit from this shift in the coming months. During the pandemic, many customers stayed loyal to local dealers – both online and offline. What is new this year is that the holiday peak is not concentrated on a single week, but more evenly spread over two months, ”continues Robson. (sg)

Also read:Black Friday is still very popular with consumers