Adobe released its online shopping predictions for the upcoming holiday season.
Based on Adobe Analytics, Adobe expects that online sales in the U.S. will be US$107.4 billion, an increase of 13.8%, while in-store retail is expected to grow ten percent less.
Cyber Monday is expected to become the largest online shopping day in history, generating $6.6 billion in sales, 16.5% growth compared to last year.
Sales on Thanksgiving Day are expected to increase 15% YoY to $2.8 billion.
One out of every six dollars this holiday season will be spent between Thanksgiving and Cyber Monday, leading to $19.7 billion in sales.
The most anticipated gifts include Hasbro NERF guns, Nintendo Switch, Apple Air Pods and Sony PlaystationVR.
While large retailers will see higher order values and desktop conversion rates than smaller retailers, the latter is expected to have the mobile advantage with a higher average conversion rate of 1.9% by attracting more shoppers with an intent to buy.
Adobe Analytics data also forecasts that shoppers will gravitate towards purchasing more lower-priced items online as opposed to big-ticket items.
While toys and apparel saw a 39% and 20% unit growth respectively last holiday season, jewellery sales came in low, with a three percent decline in unit growth.
These trends are expected to continue this season.
V.R. Srivatsan Adobe Southeast Asia managing director says, “The retail apocalypse stemming from a huge number of physical store closings in the U.S. in the past year, is a clear indication of the impact eCommerce has had on the business landscape.
“The significance of big discount price days is also massively changing consumer buying behaviour.”
“Although the Adobe holiday shopping predictions draw from U.S.-only data, similar shopping patterns can often be observed here in the Southeast Asia (SEA) region too.”
Adobe found that the most anticipated gifts this Xmas include Apple Air Pods, Sony Playstation VR as well as home assistants, including Amazon Echo and Google Home.
Nostalgia reigns supreme with toys and video games, as Hasbro NERF Guns, Nintendo Switch, and Super Mario Odyssey are expected to be among the top-sellers.
Additionally, the top toys from 2016 are capitalising on their success with updated products that are expected to perform well this year, including Moose’s Toys’ Shopkins and Spin Master Hatchimals.