Retailers expecting strong holiday shopping season due to ‘frugal fatigue’: Expert
H Squared chief research officer Hitha Herzog argues pent-up demand and consumers spending on credit will contribute to this year’s holiday shopping season.
Shoppers flocked online on Thanksgiving in record numbers, spending an unmatched $5.1 billion even as concerns regarding a prolonged economic downturn prompted by rising COVID-19 cases looms.
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According to data from Adobe Analytics, online sales surged nearly 22% over 2019 when sales hit $4.2 billion, indicating that the resurgence of cases nationwide continues to keep shoppers out of stores while forcing them to make more purchases online.
The figures aligned with Adobe's earlier prediction that online holiday shopping would "shatter" all records from years past.
Unsurprisingly, larger retailers saw the biggest growth, with a 233% increase in sales Thursday over the October daily average. Comparatively, smaller retailers saw a 154% increase.
ONLINE HOLIDAY SHOPPING SALES EXPECTED TO 'SHATTER' RECORDS, ADOBE ANALYSIS PREDICTS
However, retailers that implemented curbside pickup saw 31% more traffic to their website compared to those who didn't. Analysts expect this to become "even more pronounced" as free and less expensive shipping options become scarce as Christmas inches closer, according to analysts.