2022 Thanksgiving online sales fell short of forecast by $5.3 billion, up 2.8% year over year, with mobile accounting for 55% of all purchases

Analyst When Leader in e-commerce predicts a weak online holiday shopping season this year, with sales in the first three weeks of November expected to return to in-store shopping as the economic slowdown, inflation and COVID-19 impact It was almost the same as a year ago due to an increase in the number of people returning to Japan. -19 Pandemic. But looking at the first big day of holiday spending, Thanksgiving, the numbers seem to be stronger than expected. Adobe Analytics publishes figures that show he spent $5.29 billion online that day. That’s a 2.9% increase for him from a year ago, beating Adobe’s original estimate of $5.1 billion for him.

Mobile devices continue to play an increasingly important role in how people shop. About 55% of online sales yesterday were made on mobile devices, an increase of 8.3% from a year ago.

Vivek Pandya, lead analyst for Adobe Digital Insights, said in a statement: “This year’s Thanksgiving marked an inflection point, highlighting just how much smartphones have driven real growth and improved these experiences.”

The big question is whether the increase in activity we saw yesterday will sustain through the rest of Cyber ​​Week, including Black Friday, Cyber ​​Monday, and the weekends in between, and indeed the rest of the days and weeks that lead. until new year. Overall, Adobe predicts he will spend $34.8 billion online during Cyber ​​Week this year. That’s a 2.8% increase for him over the previous year, when week sales were his $33.9 billion. This represents a turnaround as Cyber ​​Week in 2021 actually saw him down 1.4% compared to 2020.

But that may not be fully maintained in the next few days. Adobe said that today (the famous Black Friday) sales are expected to reach $9 billion, which he says is only a 1% increase from 2021.

Adobe says it analyzes about 1 trillion visits to its US retail sites, tracking sales for about 100 million SKUs and 18 product categories. Its analysis includes anonymized data from some customers. It is used by about 85% of the largest US online retailers.

About $77.74 billion has been spent online since November 1.

The holiday shopping season is an important time to track for several reasons. First, this is traditionally the most profitable sales period for retailers and can dominate the entire year. (This is Amazon’s Recent EarningsStocks fell nearly 20% as the company trimmed its sales guidance and warned of lower-than-expected holiday spending. )

Overall, the e-commerce holiday numbers could be the vanguard of the entire e-commerce market because of its huge importance.

But if growth is what we’re after, there are some signs that stormy waves are ahead. In the first three weeks of November, his online sales were $64.59 billion, up just 0.1% from 2021, according to Adobe research.

The rise of e-commerce has significantly changed the face of “holiday shopping.” Online shopping has extended the days and hours that people shop — the day after Thanksgiving, Black Friday marked the “first day” of the holiday shopping season, I walked out the window many years ago The sale starts Thursday and people are clicking away from work. Both large and small retailers are now leaning towards an ever-earlier start to holiday shopping as a way to try to generate more sales in a tighter market. Also, they offer more payment methods. The buy now, pay later method increased sales by 1.3% and orders by 0.7% (which indicates that it’s being used for higher-ticket items).

According to Adobe, the biggest discounts today are in categories such as toys (up to 34% off list price), electronics (27%), and computers (18%). Squishmallows, Roblox, Paw Patrol, Hot Wheels, Cocomelon and LOL Surprise Dolls are all selling well.

We will post the latest sales information as soon as it becomes available.

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