Adobe: Online sales will increase 14.1%, netting $143.7 billion this holiday season

Based on Adobe Analytics data, Adobe predicts that US online sales will increase 14.1%, totalling $143.7 billion during the 2019 holiday season (Nov. 1 t0 Dec. 31) while total retail spending – both online and offline – is expected to increase by 4%.

  • Cyber Monday will set a new record as the largest – and fastest – growing online shopping day of the year with $9.4 billion in sales, an 18.9% increase year over year.
  • One out of five dollars this holiday season will be spent during Cyber Week between Thanksgiving Day and Cyber Monday, generating $29 billion or 20% of total online revenue this season.
  • With just 22 days between Cyber Monday and Christmas Day, there are six fewer days of peak holiday shopping days than 2018. The compressed shopping calendar means that retailers will begin sales earlier than ever before, with each day in November and December surpassing $1 billion in online retail sales for the first time.

The compressed shopping cycle will see retailers launching offers far earlier than ever before. With fewer days to spend, Adobe Analytics predicts that BOPIS (buy online, pick up in store) will be more popular than ever before, with revenue from this delivery method doubling in the week before Christmas as shoppers rush to complete their gift lists.

John Copeland, head of marketing and customer insights,  Adobe