Shoppers have spent $74 billion online this holiday season and they’re not done yet

December 24, 2015 01:03 PM

Online sales have hit the $74 billion mark during the 2015 holiday shopping season, and consumers aren’t done yet shopping retailers’ websites.

That’s according to just-released data from Adobe’s Digital Index, which shows online holiday spending Nov. 1-Dec. 22 jumping 10.47% year over year to $74 billion. That number is expected to grow significantly once last-minute online shopping totals are tabulated. Adobe is projecting Christmas Day online sales of $600 million. While that would be the lowest online sales day of the season, it would represent an 11% increase over $550 million in web sales last year, Adobe says.

 Online sales totaled $1 billion each day from Dec. 1-21, the spokeswoman says, which is what Adobe was expecting. And online shoppers will continue buying right up to Christmas, Adobe says. “We expect $3.31 billion to be spent online between Monday (Dec. 21) and Christmas Eve, or roughly equivalent to one Cyber Monday spread out over four days,” says an Adobe spokeswoman. The results reflect Adobe’s Digital Index retail clients’ results.

Retailers that operate bricks-and-mortar stores were making a last-minute email push today to get shoppers through the doors. An email today from Macy’s Inc., No. 7 in the Internet Retailer 2015 Top 500 Guide, promoted “after Christmas prices” on Christmas Eve, with its biggest denim sale of the season, a 50-60% off coat sale, 25% off select Nike apparel, a 40-60% off sweater sale and last-minute deals on cosmetics such as Clinique, Stila and Marc Jacobs products. Gap Inc. (No. 18) sent an email to customers today offering up to 50% off plus an extra 30% discount on select items in a winter sale on Christmas Eve.

Other companies are also reporting steady year-over-year growth in online retail sales. Data from e-commerce analytics provider Slice Intelligence shows that the online spending surge peaked on Monday (Dec. 21), with revenues up 27% year-over-year. Slice bases its estimates by tracking receipts shoppers receive via email.

Amazon Inc. (No. 1 in the Internet Retailer 2015 Top 500) was the most dominant retailer on what Slice calls Manic Monday with 55% of what Slice calls “relative market share,” the percentage of a retailer’s sales versus those of direct competitors. However, apparel retailers experienced the most growth, Slice reports. Carters Inc. (No. 28 in the Internet Retailer 2015 Top 500 Guide) grew the most of any apparel retailer, seeing a year-over-year sales spike of 273%. Home goods e-retailer Wayfair LLC (No. 33) saw sales skyrocket by 158%, according to Slice.

Meanwhile, ChannelAdvisor clients selling through online marketplaces reported year-over-year sales growth during the third week of December that fell short of the growth of previous weeks. ChannelAdvisor clients selling on Amazon grew sales 18.1% from Dec. 15 through Dec. 21, down from the previous week’s 19.5% growth.

During that same week, client sales through eBay Inc. fell 1% year-over-year following a .9% increase during the second week of December. Sales on comparison shopping engines decelerated 7.1% in the third week of December compared to -6.7% during the second week, ChannelAdvisor reports. Revenue generated by Google Product Listing Ads and Google Shopping grew 24% year over year during the third week of December, down from 35.2% year-over-year growth the previous week.

Here are several more newly reported data points about the holiday shopping season:

  • Adobe reports mobile devices accounted for about 25% of sales and 45% of visits to retail websites from Nov. 1-Dec. 22.Adobe also reports that conversion rates have hovered between 3% and 3.5% since Thanksgiving, when it peaked at 5%. Out-of-stock rates are 10-15% higher than last year, indicating that retailers appear to be shifting more sales and inventory toward the start of the shopping season Adobe says. The highest out-of-stock days were Green Monday (16%), Dec. 7 (15%) and Dec. 21 (14%), Adobe reports. Top-grossing products through Dec. 22 are Samsung 4K TV sets, Xbox, iPad mini, PlayStation 4, gift cards and iPad Air 2 Adobe says.
  • MarketLive Inc. reports that merchant clients it tracks in its MarketLive Performance Index realized year-over-year revenue gains of 7.3% and traffic growth of 19.9% from Nov. 23 to Dec. 13. Average order value was up 6.6%. And during the week leading up to Monday, Dec. 14, smartphone conversion increased 18.4% year over year to 1.4%, and mobile average order value grew 7.3%, according to MarketLive.



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