Coronavirus Will Lead to More Shoppers Using Holiday E-Commerce: Adobe
Online sales will top $2 billion daily Nov. 1-21, swelling to $3 billion daily Nov. 22-Dec. 3, Adobe Analytics forecast Wednesday. Nov. 1-Dec. 31 holiday season e-commerce sales will total $189 billion, “shattering all previous records” with a 33% year-on-year surge, Adobe said. Another round of government stimulus checks -- or a shutdown of physical stores in large parts of the country -- could produce an additional $11 billion in online shopping, it said. Black Friday and Cyber Monday sales are projected to pull in more than $10 billion in e-commerce, up 39% over 2019. Cyber Monday will again be the biggest online shopping day, generating $12.7 billion, a 35% spike, said the analytics firm. Some $6 billion will be spent online on Thanksgiving, a 42% rise. Cyber Week, traditionally Thanksgiving Day through Cyber Monday, will be replaced this year by “Cyber Months,” Adobe said. Mobile shopping will continue its upward surge, with U.S. consumers spending $28.1 billion more on their smartphones, up 55%. Smartphones will generate 42% of online holiday sales, said the report. Thirty-one percent of consumers rarely shopped online before lockdowns took hold in April; 9% were net new to online shopping. Half of all orders Dec. 21-23 will be at retailers that offer buy online, pick up in store, up 40% from last year, which is expected to result in longer pickup lines later in the season. Shoppers are 9% more likely to buy at retailers that offer BOPIS or curbside pickup on big sale days. Health concerns factor into 19% of consumers’ plans for BOPIS or curbside pickup this year vs. 4% last year.