With the biggest online shopping days just days away, U.S. holiday shoppers already have spent $50.10 billion online from Nov. 1-26, according to Adobe Analytics.
This is a 15.0% increase compared with Nov. 1-26, 2018, and a 15.8% increase when considering that the Nov. 1-26 period last year included the period of Thanksgiving through Cyber Monday.
Adobe’s data is based on data from more than 1 trillion visits to more than 4,500 retail sites, including transactions from 80 of the top 100 U.S. online retailers as ranked by the 2019 Internet Retailer Top 1000.
With Thanksgiving 2019 falling on the latest possible date, the biggest shopping days are still ahead. Digital Commerce 360 (formerly Internet Retailer) projects U.S. online shoppers will spend $27.49 billion during the Cyber 5 period, the five-day stretch consisting of Thanksgiving to Cyber Monday. This would be a 16.3% year-over-year increase from the $23.63 online shoppers spent during Cyber 5 2018.
Digital Commerce 360 also projects that Cyber Monday will remain the largest online sales day of the weekend, with shoppers spending $8.77 billion on the day, which would be an 18.1% increase from 2018’s Cyber Monday.
As of Nov. 26, consumers shopping online have spent $30.4 billion on desktops, $17.0 billion on smartphones and $2.5 billion on tablets, according to Adobe. (Figures are rounded.) Roughly, this breaks down to 60.4% of holiday sales coming from desktops, 34.3% smartphones and 5.1% tablets. Smartphone sales are up 24.2% year over year, according to Adobe.
Even though mobile phones represent only a little more than a third of online purchases, the small screens accounted for 57% of traffic to retail websites from Nov. 1-26, according to Adobe. Desktops consisted of 38% of traffic and tablets 5%.
Shoppers have spent more than $1 billion online each of the first 26 days in November, with seven days surpassing $2 billion in online sales, according to Adobe.
Buy online pick up in store (BOPIS) sales have increased 27.0% compared with this time last year, Adobe finds without revealing specific figures.
BOPIS orders will likely increase further as the holiday season comes to a close and last-minute shoppers need to get gifts quickly. An increase in BOPIS orders may be more pronounced this year with six fewer days between Thanksgiving and Christmas Day than last year, and traditional retailers offering in-store pickup have an advantage during this year’s condensed holiday season, according to financial services firm Robert W. Baird & Co. Inc.
Last-minute holiday shoppers also will likely turn to Amazon.com Inc. (No. 1 in the Top 1000) with its free one-day shipping on many products for members of its Prime loyalty program, according to Baird. In a recent Baird survey of 500 consumers, nearly 60% of online shoppers said they would visit Amazon first for online shopping, with Google a distant second at just more than 10%. Walmart.com was No. 3 and Target.com No. 4 in the survey.
Jessica Young contributed to this article.