Online Sales Accelerate in Pre-Holiday Rush

RAPAPORT… E-commerce spending in the US spiked in the week following Cyber Monday, as shoppers raced to make holiday purchases prior to the predicted rise in shipping costs, according to Adobe Analytics.

Online sales jumped 49% year on year from December 1 to 9, with consumers buying before December 11, when vendors generally raise shipping charges for those who want their gifts by Christmas, Adobe noted last week.

Based on current spending patterns, digital holiday sales will surge at least 30% year on year to $184 billion, Adobe predicted. That figure is just shy of the 33% increase to $189 billion Adobe forecast in October. Seasonal outlay currently stands at $136 billion, 33% up over the same period last year.

Consumers have continued to spend at both large and small retailers since Cyber Monday, with large vendors seeing a 143% increase in online sales compared to the October daily average, while smaller retailers have noted a 130% spike.

Curbside pickup has gained steam over the holiday season, rising 88% year on year and accounting for 23% of all orders placed. In December, curbside has grown 94%, with retailers that offer it noting 33% higher conversion rates than those that don’t. After December 11, curbside will account for more than 50% of orders shipped from retailers who offer it, Adobe predicted. 

Image: A woman shopping online. (Shutterstock)