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Adobe Trends Releases Interesting Holiday Shopping Trends for 2019
Rebecca Appleton • 28 November 2019
It’s that time of year again and while we’re in the midst of Black Friday week most of us will have already upped our time spent online shopping and looking for the best deals. It’s estimated that by the end of Black Friday, well over half of all Christmas shopping will have been completed, leaving the late comers to panic their way through last minute December scrambles.
Online shopping during the holiday season in the US is set to surpass 143billion dollars which is over 14% growth on the previous year. In fact, retail growth is highly driven by online shopping given that overall retail increases are only 4%. Trade tariffs and suggested recession news should play a part in creating more conservative predictions, but major retailers look as if they will continue to profit and keep retail growth in the green.
Many retailers will have looked at their calendars for 2019 and noticed that the number of days between Black Friday weekend and Christmas is the shortest it can possibly be at just 22 days this year. It is predicted that this shorter period will see the retail sector short 1billion dollars. Playing it smart though many retailers have not only scaled up activity and begun marketing earlier in the year than usual, they are also bringing forward the start of their Black Friday (cyber weekend) sales and deals by using the entire week in the lead up to the standard dates. While Black Friday falls on the 29th of November this year, many retailers started deals as early as the 25th or in extreme cases, an entire week before.
Cyber Monday this year is predicted to be the first date ever to surpass $9billion in retail revenue. An increase of almost 19% over 2018.
What is probably most interesting though amongst all these little gems of data, is that mobile shopping will likely account for almost half of all the online retail growth we see during the holiday period. This is a huge jump and a real assurance that mobile retail really has become widely accepted. Americans will spend $14.0B more this holiday season on their phones compared to last year.
All in all it’s safe to say that while high streets all across the world are suffering slowly, retail is still very much alive and growing through online purchases which are now becoming increasingly mobile centric.
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