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Thanksgiving, a day in which physical stores tend to be closed, has become a big online consumer hub and, once calculated, US consumers will have spent $ 3.7 billion for the day, according to reports. analysts, 54.4% of traffic to retail sites and 36.7% of all online sales.
Adobe, which publishes real-time analytics on online sales tracking, said that at the Pacific rush hour, $ 1.75 billion had been spent online, compared with $ 406 million at the time. 7 am, representing growth of 28.6% and 23.2% respectively over the same periods. in 2017.
At this rate, Adobe estimates that Thursday's sales will reach a record $ 3.7 billion, against $ 2.9 billion a year ago. Adobe has revised this figure twice since the projection of $ 3.1 billion for Thanksgiving earlier this month.
(Adobe tracks e-commerce transactions at 80 of the top 100 online retailers in the US and says its analytics are based on more than one trillion visits to retail sites and 55 million SKUs .)
The "Black Friday" – the day after Thanksgiving – was once considered the official beginning of the holiday shopping season, but this start is happening each year earlier and earlier. Physical stores started their sales earlier to compete more with the Internet. commercial sites based on
Between November 1st and Thanksgiving, a total of $ 38 billion will have been spent online, up 18.6%, with a 1% increase in the Thanksgiving period. Especially all In November, 22-day sales reached more than $ 1 billion, two days each representing $ 2 billion in expenditures.
This high spending reaches a zenith in the next four days, when one in five dollars will be spent, which represents $ 23.4 billion in sales (or 19% of all purchases made during the holiday season).
Thanksgiving is the first day of the "Big Five" for holiday shopping. Figures from the Internet Retailer search predict that the total amount that will be spent between Thanksgiving and Cyber Monday will be $ 21.6 billion.
But if rising tides can lift all boats, the biggest of them will reap the most benefits: he also estimates that Amazon will account for nearly a third of total sales.
It is interesting to note that e-commerce continues to account for between 10% and 20% of all retail sales, which is to a large extent the same as we have been doing for years. In other words, as the size of the pie increases more and more, the proportion of the coin destined for online trading does not seem to be changing at the moment.
Figures released by eMarketer indicate that US retailers' sales would reach more than $ 1 trillion for this season, while e-commerce would be about $ 123 billion, or about 12% of total sales.
Mobile
Thanksgiving – when physical stores are mostly closed – continues to be a great day off for e-commerce. In this context, we continue to opt for a more mobile commerce with record numbers this year.
"The mobile stole the Thanksgiving Day show with smartphones accounting for over 50% of traffic on retail sites, as well as a record business figure," said Taylor Schreiner, director of Adobe Digital Insights.
Adobe said that more than half – 54.4% – of all the traffic on the retail sites on Thanksgiving day came from smartphones, up 46.1% on the same day in 2017 and even went up on Thanksgiving Day (previously, Adobe had stated that they accounted for 48.4% percent).
Inevitably, this increase means less traffic on other platforms. The number of desktop computers had fallen to 36.5% (44.3% in 2017), while the tablets were at 9.1% (9.6% in 2017).
Smartphones also rose on the sales side, accounting for 36.7% of all online sales at 2 pm yesterday (versus 28.2% earlier in the day). Desktop remains in the lead with 52.8%, but the gap is narrowing. Tablets accounted for 10.5% of sales.
The significant delay in tablet traffic and sales really highlights the fact that these devices have not become a category to consider per se. At one point, we had the impression that they were going to give money to the smartphone in ecommerce because they had larger screens, which made shopping easier. But as smartphones became bigger and bigger and the technology of commerce evolved, the market did not move in the way people thought.
Nevertheless, Adobe points out that smartphones will leave some $ 4.3 billion worth of merchandise on the table: people are still abandoning their baskets before going to checkout, a sign that the experience can still be improved.
These figures largely correspond to the evolution of spending the rest of the month, even though smartphones have seen a sharp rise:
The 2018 holiday season is expected to be an exceptional year for e-commerce, aided by economic forces such as declining unemployment and underlying trends such as a growing number of consumers choosing to spend their money online.
"The pre-Thanksgiving agreements seem to have encouraged consumers to spend a little earlier, as we were attending our second $ 2 billion holiday of the holiday shopping season," said Schreiner.
Adobe said the total of its calendar would be even higher this year than in previous years: there will be an extra day between Thanksgiving and Christmas, for a total of $ 284 million spent.
For products that are doing well so far, Adobe has singled out the Nintendo Switch, Fingerlings Hugs, Little Live Pets and Surprise L.O.L switches, HP laptops, Chromecast and Drones. The best game is Call of Duty Black Ops 4.
Cyber Monday will offer significant discounts, but they are already starting. According to Adobe, average savings include 16.3% for computers, 4.7% for televisions and 12.2% for toys.
I do not know how and why retailers would unite around these trends, but apparently, today, it's best for sporting goods (average discount of 13%). Black Friday is the best for computers (16%) and tablets (33%). The Sunday before Cyber Monday will see the best deals for clothing (22%), home appliances (18%) and jewelery (5%) (seems to be a "women's theme"), and the biggest discounts for the toys will arrive at Cyber Monday (19%) when the children are back at school and will not be able to look over their parents' shoulder as they pick up things to put under the tree.
Updated with the latest sales figures
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