Adobe releases its annual holiday predictions report

If you take orders online, either via your mobile app or an accompanying ecommerce website, the next few weeks are some of the most important of the year as the holiday shopping season ramps up into high gear. While this period is by no means normal, it is set to be a very lucrative run up to Christmas for retailers, according to the annual Adobe Insights Online Holiday Shopping Predictions, and that’s good news if you’re targeting more sales before the end of the year.

Adobe’s data-rich insights are widely respected and often right on the money when it comes to forecasting what retailers and e-tailers can expect from buyer behaviour. This year, it has made a number of bold predictions. Read on to find out what you can expect between now and the New Year…

1. Record spend online – make sure your systems can cope

It’s no secret that e-commerce spending has soared this year as stay at home orders have been put in place. With several countries now beginning second lockdowns just as shoppers would traditionally be gearing up to begin their holiday purchases, Adobe says a record amount will be transacted online. It expects a 33% year-on-year increase or, the equivalent of two years’ worth of growth. This is at the more modest end of the spectrum too, with the potential for a growth rate as high as 41%.

2. Shipping matters – get your logistics in place now

Shoppers have flocked to online and in-app ordering this year for convenience and peace of mind. Now that we’re inching closer to the festive period, shipping has been added to the mix as an important consideration.

Adobe’s research suggests that 75% of shoppers think free shipping is important. 64% say they don’t expect to pay for faster shipping, although 36% say they would go for faster shipping even if that came at a cost to ensure their goods arrived on time. Adobe says retailers should consider free shipping offers and set cut off dates for orders to encourage early purchases.

3. Black Friday could go longer – set your promotions now

While Black Friday is traditionally the start of the season, this year the lack of in-store promotions could see the day stretched out over the course of November and December with discounts for items such as electronics expected as late as 18 December.

4. Click and collect in demand – get your offering in place

Although many shoppers want to avoid large in-store crowds and queues, click and collect is enjoying a huge surge of popularity. Adobe says that it accounted for 22% of sales last year but could reach more than 40% this year, after it peaked at 120% year-on-year growth during the early phase of the pandemic in March and April.

5. More consumers will shop from mobiles – audit your app and site now

Last year saw sales from mobile devices reach an all-time record but that could be toppled by this year’s activity. Adobe expects almost half (42%) of shoppers to shop from a mobile device in the run up to Christmas, with an expected increase of £21 billion ($28 billion) from 2019.