AdobeAnalytics reported that $126 billion was spent online this holiday season (November 1 – December 31), an increase of 16.5 percent year-over-year. Smartphones drove half the traffic (51 percent) for the first time ever, accounting for nearly a third (31 percent) of revenue, 34 percent growth year-over-year.
Buy Online, Pick Up In Store (BOPIS) saw 50 percent YoY growth. The full report is here.
Additional insights based on Adobe Analytics data:
- Daily sales averaged $2.1B during the holiday season: This represented a 16.5 percent YoY increase from 2017. The full 2018 holiday season (Nov. 1 – Dec. 31) saw 26 $2B days, up from 15 in 2017. Nearly every day of holiday season exceeded $1B.
- Top products: Top Products for the season include the Nintendo Switch, LOL Surprise and Fingerlings dolls, Red Dead Redemption 2, streaming devices (such as Roku and Amazon Fire Sticks) and laptops (Dell and Apple being the top sellers there).
- Christmas continues to be the most mobile-centric day: Christmas Day saw 61 percent of visits and 42 percent of revenue coming via smartphone.
- The West Coast topped in average order value (AOV): Los Angeles and the San Francisco Bay Area had the highest AOV during the holiday season, coming in at $156 and $154, respectively. Among the top 50 US markets, the lowest was Grand Rapids at $134. Overall, basket sizes were driven by more items as opposed to more expensive items.
- Dominance of the 5-day weekend: The period between Thanksgiving and Cyber Monday generated $1 in $5 overall holiday spending online, accounting for 19.2 percent of total revenue. In total, the five-day weekend drove $24.2 billion in sales, a 23 percent increase over last year. Thanksgiving ($3.7B, +27.9 percent), Black Friday ($6.2B, +23.6 percent) and Cyber Monday ($7.9B, +19.3 percent) all broke sales records during the stretch.
Adobe’s retail report is based on the analysis of over 1 trillion visits to retail sites and 55 million SKUs. Adobe Analytics measures transactions from 80 of the top 100 U.S. online retailers — more than any other technology company.