US online spending was strong over the holiday season, reaching a record high as consumers took advantage of steep discounts, according to Adobe Analytics.
Total online sales for the November-to-December period rose 8.7% year on year to $241.4 billion, according to data Adobe released Tuesday. The figure is up on last year’s 4.9% increase and just slightly above the 8.4% rise to $240.8 billion Adobe forecast in September. Consumers made a majority of their purchases via smartphone, with a record 54.5% choosing that method, compared to 51.1% a year ago.
“The 2024 holiday season showed that e-commerce is being reshaped by a consumer who now prefers to transact on smaller screens and lean on generative artificial intelligence (AI)-powered services to shop more efficiently,” said Vivek Pandya, lead analyst at Adobe Digital Insights. “It presents opportunities for retailers to deliver new services and experiences that capture the attention of consumers, many of whom are now shopping online in different ways.”
This year, there were 15 days in which shoppers spent more than $4 billion. That compares with 11 days in 2023, Adobe pointed out. Three categories drove over 54% of spending over the holiday period: electronics, at $55.3 billion, apparel with a total of $45.6 billion, and furniture, which garnered $29.2 billion of consumer dollars. Those were also categories with great deals, Adobe noted.
Another trend this season was the use of AI-powered chatbots for purchasing. This feature helped customers click on links, allowed them to find and buy products, and enhanced their overall experience, Adobe added.
Image: Someone making a purchase. (Shutterstock)
