Home » Thanksgiving 2022 online sales pip past forecasts at $5.3B, up 2.8% on last year, mobile accounted for 55% of all purchases • TechCrunch

Thanksgiving 2022 online sales pip past forecasts at $5.3B, up 2.8% on last year, mobile accounted for 55% of all purchases • TechCrunch

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Analyst When Leader in e-commerce predicts a weak online holiday shopping season this year, with sales in the first three weeks of November expected to return to in-store shopping as the economic slowdown, inflation and COVID-19 impact It was almost the same as a year ago due to an increase in the number of people returning to Japan. -19 Pandemic. But looking at the first big day of the holiday season, Thanksgiving, the numbers seem stronger than expected. Adobe Analytics is now live numbers This shows that $5.29 billion was spent online on Thanksgiving Thursday. That’s a 2.9% increase for him from a year ago, beating Adobe’s original estimate of $5.1 billion for him.

Mobile devices continue to play an increasingly important role in how people shop. About 55% of online sales yesterday were made on mobile devices, an increase of 8.3% from a year ago.

Vivek Pandya, lead analyst for Adobe Digital Insights, said in a statement: “This year’s Thanksgiving marked an inflection point, highlighting just how much smartphones have driven real growth and improved these experiences.”

Salesforce has more buoyant numbers. 1.5 billion shoppersGlobally, online sales rose 1% to $31 billion on Thanksgiving Day, but especially in the United States, where they increased 9% to $7.5 billion. Salesforce also states that 78% of his sales traffic comes from mobile devices. The average order value is $105 worldwide, $120 in the US.

The numbers and measurement parameters may vary, but both are growing, so the bigger question is that the increase in activity we’re seeing on Thanksgiving will continue to grow today, Black Friday, Cyber ​​Monday, and the weekend in between, and In fact, the remaining days and weeks leading up to the new year. Overall, Adobe predicts Cyber ​​Week will generate his $34.8 billion in online spending this year. That’s a 2.8% increase from the previous year, when his weekly sales were $33.9 billion.

This represents a turnaround as Cyber ​​Week in 2021 was actually down 1.4% compared to 2020.

As a comparison point for these numbers, National Retail Federation Another analyst group forecasts 6% to 8% sales growth for the holiday season. digital commerce 360forecasts growth of 6.1% over the period.

Either way, sales may not hold up perfectly, or even in the next few days. This is only 1% higher than the 2021 figure.

Adobe says it analyzes about 1 trillion visits to its US retail sites, tracking sales for about 100 million SKUs and 18 product categories. Its analysis includes anonymized data from some customers. It is used by about 85% of the largest US online retailers. About $77.74 billion has been spent online since November 1.

The holiday shopping season is an important time to track for several reasons. First, this is traditionally the most profitable sales period for retailers and can make or break the success of the entire year. (This is Amazon’s Recent EarningsStocks fell nearly 20% as the company trimmed its sales guidance and warned of lower-than-expected holiday spending. )

Overall, the e-commerce holiday numbers could be the vanguard of the entire e-commerce market because of its huge importance.

But if growth is what we’re after, there are some signs that stormy waves are ahead. In the first three weeks of November, his online sales were $64.59 billion, up just 0.1% from 2021, according to Adobe research.

The rise of e-commerce has changed the face of “holiday shopping.” Online shopping has extended the days and hours that people shop — the day after Thanksgiving, Black Friday marked the “first day” of his season of holiday shopping, I walked out the window many years ago The sale starts Thursday and people are clicking away from work. Both large and small retailers are now leaning towards an ever-earlier start to holiday shopping as a way to try to generate more sales in a tighter market. Also, they offer more payment methods. The buy now, pay later method increased sales by 1.3% and orders by 0.7% (which indicates that it’s being used for higher-ticket items).

This comes against the backdrop of brick-and-mortar retailers increasingly aggressively trying to win back their audiences. The National Retail Federation of the United States 166.3 million consumers Shopping for a long weekend.

“While there is a lot of speculation about the impact of inflation on consumer behavior, our data suggests that a record number of shoppers took advantage of value pricing to buy into stores this Thanksgiving holiday weekend. “We are optimistic that retail sales will remain strong in the coming weeks and retailers are ready to serve consumers, but wants to buy a great product at the price they want to pay.”

According to Adobe, the biggest discounts to be found online today are in categories such as toys (up to 34% off list price), electronics (27%), and computers (18%). Squishmallows, Roblox, Paw Patrol, Hot Wheels, Cocomelon and LOL Surprise Dolls are all selling well.

We will post the latest sales information as soon as it becomes available.

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