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Holidays deliver on record-setting ecommerce expectations - adtechsolutions

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Holidays deliver on record-setting ecommerce expectations


Holiday 2024 met, and in fact exceeded, record projections for e-commerce. US consumers spent $241.4 billion online between Nov. 1 and Dec. 31 this year, up 8.7% from 2023, according to Adobe Analytics.

Just in time for the holidays, Adobe has designed $240.8 billion in e-commerce sales, up 8.4% year-over-year.

Dig deeper: 2024 holiday sales meet record projections

Inflation. The record holidays were the result of strong consumer spending, not higher prices. Adobe’s Digital Price Index showed that consumer prices have fallen for 27 consecutive months and were down 2.6% in November from a year earlier. In November 2024, clothing fell almost 8% year-on-year, according to the Index.

Mobile transactions. Holidays 2024 were the most mobile ever, according to Adobe. Smartphones led to 54.5% of online purchases.

Additionally, 79.1% of Buy Now Pay Later (BNPL) orders were made via smartphone.

AI agents. Traffic to retail sites powered by genAI-powered chatbots grew 1,300% year over year, according to Adobe.

Adobe’s survey of 5,000 consumers found that seven out of 10 respondents who used genAI-powered assistants found them useful.

Dig deeper: Will AI agents conduct the martech orchestra in 2025?

Top categories. Three categories accounted for more than half (54%) of all e-commerce:

  • Electronics: $55.3 billion, up 8.8% year over year.
  • Apparel: $45.6 billion, up 9.9% year-over-year.
  • Furniture/Home Products: $29.2 billion, up 6.8% year-over-year.

The fastest-growing e-commerce category was grocery, with 12.9% year-over-year sales of $21.5 billion. The second is cosmetics, with a growth of 12.2%, with sales of 7.7 billion dollars.

Why we care. Sales data showed that discounts contributed to a strong holiday performance. For example, the best-selling category, electronics, benefited from the biggest peak discounts — 30.1% off the listed price.

The larger post-holiday story is how consumers are taking advantage of discounts and mobile shopping experiences to buy product categories that aren’t gift-related — groceries and furniture. Holiday shoppers don’t just shop with the holidays in mind, so these trends apply year-round.

You can find more Adobe Analytics data from the holidays here.



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