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Holiday Shopping in 2020
Taylor Tunnison • November 16, 2020

As the coming holiday shopping season kicks into high gear, the following weeks will be some of the most important of the year, especially if your business takes orders online via mobile app or e-commerce website.

Adobe Predicts Record Online Growth

Adobe Inc., widely respected for its data-rich analytics, recently predicted that despite growing economic uncertainty, this holiday season is set to be quite profitable for retailers.


It should come as no surprise that e-commerce spending has reached record heights this year. This trend will continue, as many consumers will likely forgo their traditional purchasing plans in favor of online shopping. According to Adobe, online transactions will increase anywhere from 33% to 47% this year, the equivalent of two years’ worth of growth. Furthermore, Adobe’s research suggests that 75% of shoppers consider free shipping significant when browsing online. With this in mind, retailers should consider shipping deals and cut-off dates to encourage early purchases.


“The holiday shopping season is starting earlier than ever this year, and we expect record online sales as many consumers opt to shop online to avoid stores because of the unknown around COVID-19,” says John Copeland, Vice-President of Marketing and Customer Insights at Adobe.


“This will place an even bigger emphasis on retailers’ customer intelligence and really understanding where customers are in their shopping journey at the individual level,” he continues, “so that the experiences they get from your brand are personalized and contextually relevant this holiday season.” In other words, brands that accommodate needs and maintain digital relationships with consumers during these uncertain times will likely experience more online sales. 

Online Shoppers Prefer Mobile Devices

Adobe expects smartphones and tablets to make up a large percentage of online spending this holiday season.


“Some thought the advance of smartphones as the preferred shopping device would stall,” Copeland notes, “however, smartphone shopping growth has continued at an accelerated rate.”


Adobe predicts consumers will do 42% of their shopping from smartphones this holiday season, with an estimated $28 billion more spent using smartphones than during 2019. Given the rapid growth of e-commerce in 2020 and the preference for shopping via mobile devices holding steady, it follows that websites and mobile apps are now more important for businesses than ever.

Digital Marketing Continues to be Crucial

The digital age is certainly here, as this year has made abundantly clear. Never has an online presence been more vital to commercial success than today. Consumers expect their favorite brands to have efficient mobile apps, online menus and shopping carts, as well as flawless websites. Businesses must adapt to these expectations in order to survive. Only brands that utilize innovative techniques are likely to thrive. After all, the household brands of tomorrow are being built today! 


We understand just how much marketing matters, which is why we’re dedicated to powering your business’s custom digital needs. From websites and mobile apps, to SEO and branding, we know exactly what it takes to grow an impressive online presence. For more information on digital marketing, explore our blog. Also, follow us on Facebook and Instagram for tons of helpful updates. If you have questions or comments, please don’t hesitate to contact us. We would be thrilled to sit down with you to discuss any ideas, goals, or challenges you may have.

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