Media Alert: Adobe: Holiday Shopping Season Drove a Record
Heavy discounting drew in price-sensitive shoppers, with major deals in categories such as toys, electronics, appliances and apparel
Thirty-eight days this season surpassed
Mobile shopping regained the spotlight, driving the majority of online sales on
Consumers spent a total of
The resilient holiday season was driven by demand for toys, where online sales grew 206% compared to pre-season levels in
Top sellers this holiday season included Legos, Hot Wheels, Paw Patrol, LOL Surprise, Squishmallows, Bluey and Cocomelon for toys. Top gaming consoles included Nintendo Switch, Xbox Series X, and PlayStation 5, while top games included God of War, Madden 23,
Big discounts drew in price-sensitive shoppers
Across major e-commerce categories, discounts hit record highs this holiday season. Shoppers found great deals in toys, where discounts peaked at 34% off listed price (vs. 19% in 2021), as well as electronics at 25% (vs. 8%). Discounts were strong across other categories including computers at 20% (vs. 10%), apparel at 19% (vs. 13%), televisions at 17% (vs. 11%), appliances at 16% (vs. 4%), sporting goods at 10% (vs. 6%), and furniture at 8% (vs. 2%).
'At a time when consumers were dealing with elevated prices in areas such as food, gas and rent, holiday discounts were strong enough to sustain discretionary spending through the entire season,' said
Additional Adobe Analytics Insights
Mobile shopping: This holiday season, 47% of online sales came through smartphones (up from 43% in 2021).
Buy Now Pay Later: In an uncertain economic environment, shoppers have explored new ways to manage their budgets. In the holiday season overall, Buy Now Pay Later (BNPL) orders rose 4% when compared to 2021. Revenue, however, decreased by 2%, indicating that shoppers are increasingly using BNPL for smaller shopping carts.
Curbside pickup: The fulfillment method was used in 21% of online orders this holiday season (for retailers that offer the service), down slightly from 23% in the year prior. From
Impact of marketing investments: Across major marketing channels, paid search remained the biggest driver of sales for retailers this holiday season (29% of online sales attributable to that channel). Direct web visits (19%), organic search (17%), affiliates/partners (16%) and email (15%) were also major contributors. Revenue directly attributable to social media remained at less than 3% of total sales this season, but that share has grown 24% YoY.
The impact of inflation
This holiday season, strong consumer spending online has been driven by net-new demand, and not simply higher prices. The Adobe Digital Price Index (DPI), which tracks e-commerce prices across 18 categories, shows that prices online have been falling YoY since
Methodology
Adobe provides the most comprehensive view into
*Per the Digital Commerce 360 Top 500 report (2021)
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