Adobe: Online shopping will grow 25% this holiday season

Adobe’s holiday season online shopping forecast indicates that spending in the UK, France, and Germany will jump nearly 25% compared with the same period in 2017.  The findings, based on Adobe Analytics data, also reveals shoppers in the UK will spend more than three times as much as shoppers in France and Germany during this time, though budgets in these latter markets are significantly higher than last year and continue to grow.

Major online sales events reflect continued migration towards online and mobile shopping:
  • Nearly 50% of European consumers will do most of their holiday shopping online, even if more than 40% plan to check out products in store before making their purchase.
  • In the UK, over half of shopping budgets (56%) are expected to be spent online this year, with four-fifths (80%) planning to spend the same or more online than they did in 2017.
Mobile shopping experiences are dated and not meeting consumer needs:
  • Consumers are increasingly using their mobiles to browse and compare products before making a purchase but feel today’s mobile shopping experiences do not meet their needs.
  • Two-thirds of European respondents believe mobile shopping has not improved since last year, suggesting brands have more work to do in making their mobile shopping journey smoother and less stressful, with one in six UK consumers finding mobile shopping stressful.
  • Despite this, UK shoppers still find shopping in physical stores more stressful than online: one in five (19%) feel phased by stores, compared to just 6% for online stores overall.
Social media continues to gain influence in France and Germany, but is losing steam in the UK
  • 30% of European shoppers consult social media for inspiration before making a purchase.
  • France leads the way, with 39% saying they consult social channels before making a purchase with Germany at 27% (up from 19% in 2017).
  • Social is still relevant in the UK but has been losing influence since 2016, with just 24% of consumers turning to social channels for inspiration before making a holiday purchase.

Never has it been more important to deliver a website and mobile experience that stands up to customer expectations and can handle this boost in demand. Even if price is still the deciding factor for many shoppers, the quality of experience they receive plays a major role as well, especially for brands that want to build loyalty and keep people coming back after the holiday rush.

Jamie Brighton, Head of Product & Industry Marketing, Adobe EMEA