Online holiday sales are up 18.6% year over year, reaching $80.3 billion for Nov. 1-Dec. 6, according to Adobe Inc.
U.S. shoppers spent $2 billion or more online on 14 of the last 36 days, compared with eight in this time frame last year, according Adobe data, which is is based on an analysis of more than 1 trillion visits to retail sites over the last 12 months. Adobe Analytics measures transactions from 80 of the top 100 U.S. online retailers.
Mobile sales continue at an accelerated level, with smartphone sales up 54.8% year over year and generating $23.7 billion so far this holiday season. As of Dec.6, smartphones accounted for 29.5% of online sales and tablets 9.0%.
In terms of traffic, smartphones represent 49.3% of web visits, and tablets 8.3%.
Holiday shoppers on their smartphones are driving this strong growth, says Taylor Schreiner, director at Adobe Digital Insights.
“So far this season, we see $8.4 billion more dollars coming from smartphones versus last year, compared to $3.8 billion more dollars coming from desktop computers compared to last year,” he says.
The following traffic sources generated the most sales so far this holiday season, measuring the last click shoppers made before purchasing:
- Direct web traffic – 27.0%
- Paid search – 24.4%
- Organic search – 20.7%
- Email – 20.3%
- Social media – 1.5%
Direct sales and sales via paid search increased their share of online holiday sales year over year, 1.7% and 4.9% respectively, while natural search decreased its share of sales by 4.3%.
Adobe also estimates that buy online, pick up in stores orders increased 46% year over year.
The firm estimates that about 2.2% of product pages had an “out-of-stock” message.Favorite