Adobe Forecasts $209.7 Billion Holiday Season Online (U.S.); Cyber Monday to Top $11 Billion - Seite 2

Insights Into the Three Major E-Commerce Categories
Collectively, electronics, apparel and groceries will contribute $103.8 billion in online spending this holiday season, nearly half of what Adobe expects for overall spending ($209.7 billion). These categories have emerged as major revenue drivers online.

Adobe expects electronics to drive $49.8 billion of online spending, up 2.9% YoY. Heavy discounts will impact margins and spending but attract enough shoppers to maintain growth. In apparel, shoppers are expected to spend $40.7 billion online this season. This 6.7% YoY decline will reflect increasing consumer interest in physical stores, as pandemic-related anxieties subside. Lastly, the grocery category boomed online in 2020 when people spent more time at home; this season, Adobe expects groceries to drive $13.3 billion of spending online (growing 10.5% YoY) as consumers plan holiday meals.

Discounts Expected to Be Massive During the Holiday Season
Adobe expects that discounts will hit record highs (upwards of 32%) this holiday season, as retailers contend with oversupply and a softening consumer spending environment. Computers, electronics and toys will hit all-time highs: Discounts for computers are expected to be as high as 32% (up from 10% in 2021), while electronics discounts are set to hit 27% (up from 8%), and toys at 22% (up from 19%). Other discount categories will include televisions at 19% (vs. 11% in 2021), apparel at 19% (vs. 13%), appliances at 18% (vs. 4%), sporting goods at 17% (vs. 6%) and furniture & bedding at 11% (vs. 2%).

The biggest discounts are expected to hit between Thanksgiving and Cyber Monday. Thanksgiving Day (Nov. 24) will be the best day to shop for electronics, while Black Friday (Nov. 25) will have the best deals for televisions. That Saturday (Nov. 26) will have the biggest discounts for toys, with the best deals for apparel and sporting goods arriving on Sunday (Nov. 27). Those looking to buy a computer or furniture should shop on Cyber Monday (Nov. 28), and appliances will see top discounts on Dec. 1.

While the days between Thanksgiving and Cyber Monday are set to have the best deals, consumers will see bargains as early as the second week of October, where discounts are expected to be as high as 15%. Deals will also persist through the remainder of the year, with discounts as high as 20% in the weeks after Cyber Monday (Nov. 29 through Dec. 31). These moments will offer greater flexibility to consumers who need to manage their budgets in new ways this year.