The 2024 holiday shopping season in the United States is shaping up to be one of the most dynamic, with revenue estimates reaching $240.8 billionaccording to a report by Adobe Analytics on September 25. This forecast represents year-over-year growth of 8.4%, driven by strategic discounts on electronics, clothing and sporting goods, among other categories. The key days of this season, such as Black Friday and the Cyber Mondaystand out for concentrating the highest sales volumes, marking a highly digitalized consumer trend.
The analysis of Adobe projects that the mobile commerce will reach record figures, with 53.2% of online spending coming from mobile devices. In addition, discounts of up to 30% in various categories are encouraging consumers to make purchases on items they historically considered out of their budget. The Cyber Weekwhich spans Thanksgiving, Black Friday and Cyber Monday, promises to be the peak of the season, generating estimated revenue in $40.6 billion.
The report also highlights the impact of emerging technologies such as generative artificial intelligence, which is transforming the online shopping experience. These tools have doubled their traffic compared to 2023, helping consumers identify deals more quickly and personalize their purchasing decisions.
- Thursday, November 28 (Thanksgiving):Ideal for purchasing toys, appliances, furniture and sporting goods. According to Adobe Analyticsthis day marks the beginning of significant offers in family and home categories.
- Friday, November 29 (Black Friday):The best day to buy televisions, with discounts that will reach 24%. This day concentrates the highest volume of electronic promotions, according to NBC Select.
- Saturday, November 30:Recommended to find the best deals on computers, a category that stands out for its exclusive promotions after Black Friday.
- Monday, December 2 (Cyber Monday):The key day to purchase electronic products and clothing, the two leading categories in e-commerce by revenue volume, according to data from Adobe Analytics.
Consumers will be able to take advantage of discounts of up to 30 % in categories such as electronics, appliances and sporting goods, according to Adobe Analytics. In the case of televisions, discounts will reach 24%, while in toys and clothing reductions of 27% and 23% are estimated, respectively. These promotions, similar to those in 2023, respond to retailers’ interest in capturing a greater percentage of the spending of price-sensitive consumers.
NBC Select emphasizes the importance of acting quickly when finding a deal, as inventories tend to run out quickly due to increased demand during this season.
Even though he Black Friday will show the fastest growth this year (+9.9% year-on-year), the Cyber Monday will continue to be the highest earning day, with a projected total of 13.2 billion dollarsaccording to Adobe Analytics. This day will be dominated by offers on electronic products and clothing, consolidating themselves as the leading e-commerce categories.
The report of Adobe highlights that more than 53 % of online spending will come from mobile devices, marking a historical record. Purchases made from smartphones and tablets are estimated to generate $128.1 billionreflecting a growth of 12.8% compared to the previous year. This shift in consumer behavior underscores the need for retailers to optimize their digital platforms to improve the user experience.
The Generative AI is positioned as a key tool in 2024 purchases. According to Adobe Analyticstraffic to retail sites from AI-powered chatbots has increased 100% compared to 2023, and 20% of consumers plan to use these tools to find better deals.
In addition, social media influencers are significantly influencing purchasing decisions, generating conversions 10 times higher than other channels, according to Adobe.
Adobe Analytics projects that competitive discounts will contribute to additional spending of between 2,000 and 3,000 million dollars in online commerce. Among the categories with the greatest growth, electronics stand out, with revenues of $55.1 billionand the clothes, which will reach the $43.9 billionincreases of 8.5% and 5.8%, respectively.
For its part, NBC Select notes that consumers will also take advantage of “Buy Now, Pay Later” (BNPL) services, which will contribute to 18.5 billion dollars11.4% more than in 2023.
