Cyber Santa: Adobe Predicts An Online Bonanza

Online sales growth will outpace that of retail in general this holiday season, according to predictions by Adobe.

Adobe projects that online sales will grow by 14.1% and total retail will grow by 4%. Online sales should hit $143.7 billion.

Cyber Monday sales alone will reach $9.4 billion, an 18.9% increase over the prior year.

Moreover, online sales should total $3 billion between the "golden hours" of 7 p.m. and 11 p.m. Pacific Time on Cyber Monday, Adobe says in a blog post.

The projections are being made as brands near a short selling season -- 22 days between Cyber Monday and Christmas Day. This is six days shorter than usual, and could result in a loss of almost $1 billion of potential revenue.

Email remains the most preferred way to receive an offer, and both email and search produce higher conversion rates than social media, Adobe notes.

However, 50% of consumers also say that ads will affect their purchasing decisions.

Smartphones will play a major role — phone visits to retail sites from social media have gone from 4% to 11% in the last three years.



According to Adobe,Americans will spend $14 billion more on their smartphones this year than they did in holiday 2018. Smartphones will account for 36% of all online sales, a 20% hike over last year, and 57% of all visits, an 11% hike over the prior year.

Thanksgiving Day sales should increase by 19.5%, producing $4.4 billion in revenue.

Adobe also estimates that one out of five holiday shopping dollars will be spent during Cyber Week between Thanksgiving Day and Cyber Monday. The total: $29 billion or 20% of total online revenue this season.

Here’s another prediction that brands should note: BOPIS orders (buy online, pick up in store) will grow by 39% in volume YOY.

Adobe estimates that 37% of consumers are planning to use BOPIS this season and 82% of those will  probably shop for additional items when picking up their order.


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