Holiday Predictions Based on 1 Trillion Website Visits

Peter Devereaux
by Peter Devereaux 28 Oct, 2016
Holiday Predictions Based on 1 Trillion Website Visits

The continuous release of holiday ecommerce forecasts and findings is just getting started, but not all of them are created equal in terms of objectivity and breadth.

The "Holiday Prediction" report from Adobe Digital Insights (ADI), however, is based on one of the most robust datasets. The forecast is based on an analysis of 55 million product SKUs and aggregated and anonymous data of more than 1 trillion visits to 4,500 retail websites. What's more, $7.50 out of every $10 spent online with the top 500 U.S. retailers go through Adobe Marketing Cloud, and Adobe is able to track 80 percent of all transactions from the top 100 retailers in the U.S. That said, here are highlights of Adobe's predictions

+ With an extended holiday season (Nov-Dec), Adobe predicts 57 total days will exceed $1 billion in sales, 53 of which will be consecutive days (that's a 71 percent year-over-year increase)

+ The holiday season will grow 11 percent year-over-year (YoY), which is 1.7 percent less growth than 2015 but is still $9.1 billion more than 2015 for a total of $91.6 billion overall

+ Large retailers will account for the bulk of online sales growth (16.6 percent) while small retailers will take 7 percent of sales

+ $8.4 billion in sales will be generated from just three days: Thanksgiving ($2 billion for a 15.6 percent YoY growth), Black Friday ($3.05 billion for a 11.3 percent YoY growth) and Cyber Monday (an all-time record of $3.36 billion, a 9.4 percent YoY growth)

+ For the first time, mobile will exceed desktop shopping visits for the full holiday season (53 percent)

+ Despite mobile traffic hitting its tipping point, mobile will only contribute to 34 percent of online sales (a 19 percent gap between visits)

+ Thirty-one percent of U.S. consumers will start shopping before November (a 5 percent YoY increase)

For those interested in more consumer-focused insights like when to get the best deals, what will be the hottest products, etc., check out the infographic below: 

Peter Devereaux
Peter Devereaux
As the Editor-in-Chief of Website Magazine and President of Website Services, Peter has established himself as a prominent figure in the digital marketing industry. With a wealth of experience and knowledge, Peter has been a driving force in shaping the landscape of digital marketing. His leadership in creating innovative and targeted marketing campaigns has helped numerous businesses achieve their revenue growth goals. Under his direction, Website Magazine has become a trusted source of information and insights for digital marketers worldwide. As President of Website Services, Peter oversees a team of talented professionals who specialize in SEO/SEM, email marketing, social media, and digital advertising. Through his hands-on approach, he ensures that his team delivers exceptional results to their clients. With a passion for digital marketing, Peter is committed to staying up-to-date with the latest industry trends and technologies, making him a sought-after thought leader in the field.