In commercial terms, the end-of-year holidays represent a highly strategic period. However, on the Web, online sales continue to grow and, according to Adobe Analytics measurements, $220.1 billion have been spent by consumers in the United States. This represents an increase of approximately 10.4 billion; i.e. 5% more than last year.
This new record is not surprising, but it highlights some interesting trends. The first: “Buy Now Pay Later”, a deferred payment method, is increasingly attractive and significant discounts have been made by sellers. The second: mobile purchases have now overtaken computer purchases.
After a year of 2023 watching the rise in gasoline prices and inflation on everyday products, analysts estimate that consumers have partly made up for it during the end-of-year holidays. Obviously, we must also keep in mind that the increase in spending observed is also due to the increase in prices on many products.
Among the most purchased goods, it is ultimately the electronic market which comes out on top, thanks to reductions which have attracted customers. And, unsurprisingly, toys and ready-to-wear occupy second and third places on the podium. All of this accounted for around 65% of online spending this year-end. Consumers came from the same channels as usual, namely: 29.4% via paid search, 19.3% via web traffic, 16.6% via tied selling and partnerships, 15.9% via organic search and 15.3% via newsletters.