US ecommerce spending to exceed $189 billion during this holiday season

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 29, 2020, 7:39 AM UTC

An Adobe report estimates online revenues to hit or go beyond $200 billion.

Adobe forecasts holiday spending by Americans this year on ecommerce could exceed $189 billion. This translates to a 33% YoY growth in spending. 42% of online retail sales are expected to be driven by smartphones. 

With consumers having moved online due to a pandemic-driven behavioural shift, retailers expect to see less “door busting” and reduced footfall in stores for Black Friday. Small businesses (revenue between $10 to $50 million) can expect higher percentage growth in sales over much larger retailers.

As compared to 2019, average order revenue is predicted to stay flat, but this would be compensated for by new online shoppers contributing to revenues. Another Adobe consumer survey found that 38% consumers will consciously shop at small retailers in the holiday season.

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