An independent FedEx Corp. contractor unloads packages from a delivery truck on Cyber Monday in New York, USA on Monday, December 2, 2019.
Michael Nagle | Bloomberg | Getty Images
U.S. online shopping during the 2020 holidays grew 32.2% from 2019, adding up to a record $ 188.2 billion as shoppers stayed home and made purchases on the web during the pandemic. , according to Adobe Analytics.
E-commerce sales during November, which included Black Friday and Cyber Monday, reached $ 100 billion for the first time, said Adobe, which tracks web transactions of 80 of the top 100 retailers. of the United States Internet. million daily during the 2020 holiday season and 50 days exceeded $ 2 billion, Adobe said.
“In light of the pandemic, digital has become the main way to connect, work, entertain and shop, “said Taylor Schreiner, director of Adobe Digital Insights.” Now, as Covid-19 cases continue to increase and blockages become tighter – Reduction measures are being reduced, online spending is expected to remain high, at least in early 2021. ”
Groceries, appliances and books increased in popularity during the holidays compared to October levels, Adobe said, while online toy sales increased 50% from 2019 and the jewelry category increased 66 %.
Internet spending during Thanksgiving week through Cyber Monday accounted for only 18% of the overall season, compared to 20% in 2019, Adobe said. As retailers promoted deals earlier than ever, many Americans began their shopping in October to try to avoid crowded aisles during the pandemic.
According to a separate analysis by Salesforce, retailers such as Target and Dick’s Sporting Items that offer affordable pickup options and other pickup options for online orders saw even stronger sales over the holidays. Its digital sales increased by an average of 49% over the previous year, compared to 28% growth for retail companies that had no on-edge pickup and similar options, Salesforce found.
Buyers have also been looking for ways to finance their purchases and avoid running out of credit cards. The use of “buy now, pay later” for online orders grew 109% over the holidays, Salesforce found, with the biggest release last week before Christmas.
Now, the increase in e-commerce activity will translate into a record volume of returns, which could result in the next biggest headache for retailers in the new year. Salesforce expects to return $ 330 billion in global online shopping after the 2020 holiday season, accounting for approximately 30% of total purchases.
“We expect these new innovations to continue in 2021, with holiday strategies becoming the new standard that consumers expect from their favorite retailers and brands,” said Rob Garf, vice president of Retail Industry Strategy of Salesforce.
Read the full Adobe Analytics report on the 2020 holidays here.