As people prepare and eat their Thanksgiving meals, or just work on relaxing for the day, some consumers are taking a dip in the vacation shopping deals online. Adobe, which tracks online sales in real time at 80 of the 100 largest retailers in the US and covers around 100 million items, says we are on the right track according to initial numbers, e-commerce sales of US 6 billion – Raising dollars for Thanksgiving. Overall, consumers are expected to spend $ 189.1 billion on online purchases this year.
To put that number in context, the entire Christmas sales season represents a 33.1% increase over 2019. Last year, customers spent $ 4.2 billion online on Thanksgiving, according to Adobe: This year's numbers are a jump from 42.3%. And to date, each day that week has had sales of more than $ 3 billion.
What's happening? The numbers are hopefully an encouraging sign that despite some economic declines in 2020 caused by the Covid-19 pandemic, retailers will at least be able to offset some of their losses over the next few months, which is traditional the most important period is to sell.
As we have reported in the past few months, 2020 was a year with high watermarks for e-commerce overall, with the trend towards more surfing and online shopping, which has been growing for years, received a significant boost from Covid-19 pandemic.
The drive for more social distancing to slow the spread of the coronavirus has led many to stay away from crowded places like shops and has forced us to stay at home where we have turned to the internet to get things done .
Not only are these trends causing those already familiar with online shopping spending to spend more money. A new category of buyers will also be introduced on this platform. So far this week, Adobe says 9% of all sales have been generated by net new customers as traditional brick and mortar shoppers come online to complete transactions in the face of store closures and efforts to avoid the transmission of viruses through face-to-face contact. ”
Black Friday, the day after Thanksgiving, has traditionally been referred to as the start of Christmas shopping, but the growth of e-commerce has given Thanksgiving Day more prominence when physical stores are closed and many of us may be walking around with little house to do. This year seems to be following that trend.
“Families have many traditions during the holidays. However, travel restrictions, home ordering, and fears of the virus spreading prevent Americans from enjoying so many of them. Online shopping is a festive habit that can be maintained online and the sales show that gift giving remains a very popular tradition this year, ”said Taylor Schreiner, director of Adobe Digital Insights, in a statement.
(That's not to say Black Friday won't be big: Adobe predicts it will have $ 10.3 billion in online sales this year.)
Some insights into what is being sold:
Board games and other “family focus” categories are growing rapidly, according to Adobe. Sales increased five-fold compared to the previous year.
Similarly – in line with how much we all shop for groceries online now – grocery sales rose a whopping 596% in the last week compared to October as people stocked up for the long weekend (whether or not it was or not) to be spent with the family).
Other top items are Hyrule Warriors: Age of Calamity, Just Dance 2021 as well as vTech toys and Rainbow High Dolls.
Amazon's announcement this week that it will offer more delivery options this season shows how e-commerce is growing beyond simple home delivery, and how this has become an integral part of how retailers differentiate themselves from retailers. Roadside pickup is up 116% this week from last year, and express shipping is up 49%.
Smartphones will also play a major role again. According to Adobe, $ 25.5 billion was spent on smartphones so far in November (up 48% from 2019), representing 38.6% of all e-commerce sales.
In the US, large retailers continue to dominate the way people shop. Walmart, Target Amazon, and others have annual sales of more than $ 1 billion and have seen sales jump 147% since October. Part of the reason: more sophisticated websites with 100% higher conversion rates than smaller businesses. (This opens up a huge opening for companies to develop tools that allow smaller businesses to better compete on that front.)