Holiday Digital Commerce Off to Another Record-Breaking Start in U.S.

Holiday Digital Commerce Off to Another Record-Breaking Start in U.S.

November 29, 2018

In what is becoming an annual tradition, digital commerce continues to set sales records at the holidays. Thanksgiving Day has become an online shopping force in its own right. Last Thursday, U.S. online sales totaled $3.7 billion, according to Adobe Analytics, up 28 percent from last year. Of that total, about $1 billion was transacted on smartphones.

On Black Friday—this year on Nov. 23—online retailers racked up more than $6.2 billion in sales, $1.2 billion more than last year. Purchases made on smartphones accounted for more than $2 billion of that total.

E- and m-commerce have enabled the holiday shopping season in the U.S., which used to start in stores in the early morning hours on the Friday after Thanksgiving, to expand backwards into Thanksgiving Day and forward into Cyber Monday and beyond, according to Michele Dupre', group vice president of retail, hospitality, and distribution for Verizon Enterprise Solutions.

"Black Friday is no longer a single-day event as we've seen a consistent growth in traffic to retail sites through the whole week leading up to Thanksgiving and continued through the weekend," Dupre' said. "With Cyber Monday, the challenge for retailers is keeping consumers engaged through the rest of November and into the early part of December."

Spending growth continued into Cyber Monday, Adobe Analytics found. The $7.9 billion spent online on Nov. 26, 2018 set another U.S. record, coming in slightly higher than the company predicted and growing 19.3 percent from Cyber Monday last year.


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