Adobe Digital Index publishes research on digital marketing and other topics of interest to senior marketing and e-commerce executives across industries. This holiday spending report is the most comprehensive and accurate report of its kind in industry. Predictions in past years have been within 2 percentage points.
Throughout this presentation, click the + icons to reveal the actual data and compare with our predictions.
Because Adobe Marketing Cloud powers 80% of the top 100 U.S. online retailers, driving $0.75 of every dollar spent, we were able to analyze 1 Trillion visits, and shopping cart trends of over 55 million products in order to understand shopping trends for the holiday season. Through those insights, and for the first time ever, we have produced predictive pricing curves that provide our prediction of everything from total spend on Cyber Monday to the top kids toys of the season. Happy Shopping!
Even with consumers citing sharing payment information online as an obstacle, mobile shopping will overtake desktop in the 2015 holiday season.
Over the last two years, mobile has increased the amount of revenue it generates, with a predicted 29 cents on the dollar in 2015.
Within that 29 cents, 22 cents will come from iOS devices and the remaining 7 cents will come from Android devices.
The best prices will be on Thanksgiving day, with an average discount of 27%.
Beware, out of stock incidents will increase by 37% on Thanksgiving, and peak on Cyber Monday.
Thanksgiving and Cyber Monday will offer the lowest shipping costs.
Consumers are 3x more likely to find a deal through a banner ad versus search
14% of consumers will find deals on social.
Saturday before Thanksgiving will offer the biggest single day price drop on toys, 17%. Cyber Monday will offer the lowest prices (20% discount), but out of stock items will surge up to 100%.
Monday before Thanksgiving will offer the best deals for electronics, 18% discount, accompanied by low out of stock incidents. Lowest pricing will occur on Thanksgiving, 20% discount, but will have the highest out of stock incidents.
Best time to buy is on Thanksgiving. Out of stock incidents will be low, and prices will be at a 25% discount.
The best prices will be offered on Thanksgiving Day, at up to a 27% discount, but that day will have the highest out of stock incidents.