Table of Contents
# Holiday Shopping Snapshot: 2019
What customers were purchasing in 2019:
What factors were driving Christmas sales in 2019?
Holiday shopping by generation
# What to Expect: Holiday Season 2020
Getting a head start
Smartphones are quickly becoming online shopping’s most valued sidekick. Projected to drive 42% of all digital holiday spending and rake in over $28 billion in holiday sales, Christmas mobile shopping could see a 55% growth in comparison to 2019 (Adobe). 70% of smartphone owners intend to make a purchase using their phones (Deloitte).
Small businesses and corporate values
Shipping and delivery
In general, if faced with a choice, the overwhelming majority of consumers prefer free shipping (85%) over fast shipping (15%), and a reasonable time frame for the former appears to be 3-7 days (Deloitte). Customers are also less likely to pay high additional fees for express shipping, with 60% noting that they would not pay extra for 2-day shipping (Deloitte).
When it comes to logistical planning for online store owners, it’s best to anticipate delays and encourage customers to get their holiday shopping done early. While major delivery companies like FedEx are adding tens of thousands of new staff members to meet demand, previous years’ data points for online shopping are less reliable for predicting changes in consumer behavior and preventing interruptions to order fulfillment.