Online Shopping Poised For Gains During The Holidays

Online digital sales are expected to grow during the holiday, a new report from Adobe said.

Online sales during the forthcoming holiday shopping season could hit a new all-time high driven largely by consumers buying products on their mobile devices.

A new forecast from Adobe based on its Analytics data, said U.S. online sales will be $240.8 billion during the holidays, up 8.4% year-over-year. In 2023, shoppers spent $221.8 billion online during the holidays, up 4.9% over the previous year. Shopping on mobile devices is expected to contribute a record $128.1 billion, up 12.8% year-over-year. This dollar figure would represent a 53.2% share of online spend this holiday season.

“The holiday shopping season has been reshaped in recent years, where consumers are making purchases earlier, driven by a stream of discounts that has allowed shoppers to manage their budgets in different ways,” says Vivek Pandya, lead analyst, Adobe Digital Insights. “These discounting patterns are driving material changes in shopping behavior, with certain  consumers now trading up to goods that were previously higher-priced and propelling growth for U.S. retailers.”