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Brunswick Business Journal Staff Report

November 26, 2018 - Adobe Analytics predicts Cyber Monday will set a new record as the largest- and fastest-growing online shopping day of the year with $7.7 billion in sales, a 17.6 percent increase year over year. Online sales between 7 to 10 pm Pacific Time on Cyber Monday are expected to drive more revenue than an average full day in 2018, with conversions hitting the highest rate of the year, 7.3 percent, during these golden hours of online retail.

One extra calendar day between Cyber Monday and Christmas Day will give retailers a $284 million boost in sales. A record number of days will hit new revenue milestones, with 36 days surpassing $2 billion compared to just 22 days in 2017. Most anticipated gifts include 4K TVs, retro video games and consoles, as well as toys like Pomsies, Grumblies and Fortnite Monopoly.

“As online shopping surges with another record-breaking holiday season, the retailers with compelling websites coupled with physical store locations will have the advantage,” said John Copeland, head of Marketing and Customer Insights at Adobe. “Many shoppers want to interact with retailers’ products and the brand in-store, and the ability to pick up online orders in-store within a matter of hours can’t be underestimated.”

Retailers with online and physical footprints are expected to see 28 percent higher conversion online in comparison to retailers lacking a traditional storefront. Adobe Analytics data anticipates shoppers increasingly buying online and picking up items in-store (BOPIS) during the holiday season. BOPIS has increased 119 percent since January 2018 across all retailers and over 250 percent for large retailers**. A survey of over 1,000 U.S. consumers shows nearly half (47 percent) expect to browse in-store for a product they intend to buy online later, jumping to 58 percent among millennials.

Emerging shopping trends: Voice-assisted shopping is on the rise, with 21 percent of consumers reporting they are planning to reorder frequently-purchased items and 17 percent placing one-time orders for in-store pickup using their voice activated devices. Adobe expects holiday shoppers to ship and return purchases more often compared to the rest of the year (5 and 18 percent more respectively), and to shop more for experiences like cruises and hotels on Cyber Monday.

Top revenue-driving marketing channels: Retailers will be able to capitalize on loyal customers that go directly to their website to make a purchase, with revenue per visit (RPV) rising the most at 36 percent. Search has the second highest RPV growth at 23 percent, followed by helper sites like RetailMeNot (15 percent) and email at 8 percent.


Social losing value for retailers: Social referral traffic will generate 11 percent less RPV compared to Q4 2016. It is the only marketing channel to see a decline in RPV, despite the increase in referral traffic coming from social. Adobe attributes this to consumers’ weakening trust in social networks. Shoppers are also expected to consult social media sites 25 percent less for gift ideas this year.

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