Digital sales during 2019’s holiday season generated $723 billion globally

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 13, 2020, 1:33 AM GMT+0

There was an 80% increase in digital traffic, with 65% of online orders occurring on mobile devices.

According to Salesforce’s report, digital sales during 2019’s holiday season saw an 8% rise, generating $723 billion globally. While online sales on Thanksgiving increased 24% to $20 billion, Black Friday and Cyber Monday had a 25% growth to $40 billion and 13% growth to $30 billion, respectively.

The shorter holiday season benefitted retailers, as the digital traffic spiked by 13% the week before Cyber Week. The total digital revenue grew 15% from 2018 to $143 billion during Cyber Week.

However, the week leading up to Christmas showed a 27% drop in digital revenue year-on-year. Retailers who offered buy-online-pickup-in-store had 56% “more active digital shoppers”, along with an 18% rise in digital revenue share post the shipping cut-off to offer timely delivery for Christmas.

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