HOLIDAY PREDICTIONS | 2018
METHODOLOGY
Visit our website: adobe.ly/AdobeInsights
Sign up for email alerts: cmo/adiregister.html
Follow us: @adobeinsights
Most comprehensive report of its kind in industry
Based on analysis of aggregate and anonymous data via:
Daily revenue model based on analysis of more than 1 trillion visits to the U.S. based on retail websites
Product and pricing insights based on analysis of sales of more than 55 million unique products
Companion research based on survey of 1,000+ U.S. consumers in October 2018
Adobe Analytics measures transactions at 80 of the top 100** retailers on the web in the U.S.
Adobe Advertising Cloud
** Source: Adobe Analysis of Internet Retailer 2018
Adobe Experience Cloud
Adobe Analytics Cloud
HOLIDAY PREDICTIONS | 2018
Key Findings
Online Holiday Retail Approaching $125B
Over 1 dollar in 6 of retail will be spent online
Faster online growth will eat up share vs. offline
Faster growth on holidays will concentrate sales on those days
Max days between Thanksgiving and Christmas will boost sales
Retailers Must Adapt to New Retail Rules
Smartphones alone will be half of traffic, and a quarter of dollars
Getting phone checkout right could mean $9 billion
Serve your mobile app users: they will be even more valuable
Online is not enough: storefronts will give retailers an advantage
Pickup in store and fast shipping will be growing consumer asks
Think beyond last-touch: 30% of people will use voice for some
shopping behaviors
Shoppers from social are spending less, consumer trust eroding
Consumers Can Win Under the New Retail Rules
Look inside for the hottest toys to buy…
… and when the best moments are to buy them!
Expect to spend a lot of time shopping –
enough to build a quarter of a pyramid
Stay home on Thanksgiving –use your smartphone
Spend on yourself: $1 in $7 is on gifts for the buyer
Give experiences –they will be in demand this year
Don’t be embarrassed about where you shop
(at least you aren’t shopping during a wedding)
Know the best toys, speakers, TVs and consoles to give
Don’t forget to work off the 100 million calories of eggnog。