Holiday Online Shopping Totals Over $65 Billion Since November 1

Paul Ausick

Through Tuesday, online retail sales have generated more than $1 billion each day since November 1. For the 35 days, sales now total $65.15 billion, well on the way to a projected total of $107.4 billion. Last year’s holiday season saw $94.4 billion in total sales.

The data come from Adobe Analytics, which the company says measures 80% of online transactions at the largest 100 U.S. web retailers, a scale Adobe says no other company can match. Out of every $10 spent online with the top 500 U.S. retailers, $7.50 is tracked through the Adobe Experience Cloud.

By device, $44 billion of spending (71% of the total) so far has come from desktop and laptop devices, while smartphones account for 20% of purchases and tables for 9%.

Taylor Schreiner, a director at Adobe Digital Insights, said:

Following a blockbuster Thanksgiving weekend that broke all records, online spending remained strong as consumers look to the Christmas holiday. Whether it’s shopping on a smartphone or returning to a desktop at work, consumers are pros now at finding the best discounts and closing deals quickly online. With every single day since the beginning of November raking in over a billion dollars, we are well on track for the holiday season to make history and cross the $100 billion mark in online spending.

Desktops and laptops have generated 56% of e-commerce website traffic. Smartphones have accounted for 37% of traffic and tablets for 7%.

All told, mobile devices have driven 32.4% of revenue to date and 48.8% of website visits.

For the season thus far, search retained the top spot when it came to share of sales for retailers (23% is paid search and 21.5% is organic). Direct traffic accounted for 26.6% online traffic, followed by email (19.8%), shopper helper sites (6.1%), display ads (1.8%) and social media referrals (1.2%).

Since Thanksgiving, the top-selling products include Apple AirPods and iPads, laptop computers (with Dell, Lenovo, and HP the most popular brands), Amazon Fire TV, and Samsung tablets in electronics; Hatchimals & Colleggtibles, PJ Masks, Baby Alive and Little Live Pets in toys; Super Mario Odyssey and Pokemon Ultra Sun/Moon in video games; Xbox One X and Nintendo Switch in gaming consoles.