Adobe Data Shows Best Holiday Deals Available Before Black Friday
November 06 2014 - 12:01AM
Business Wire
Early Social Buzz Foreshadows Top Gifts; New Sales Records
Expected for Thanksgiving, Black Friday and Cyber Monday
Adobe (Nasdaq:ADBE) today released its 2014 Digital Index Online
Shopping Forecast for this year’s holiday season. Adobe data
predicts online prices will hit rock bottom on Thanksgiving Day,
lower than any other day during the holiday season. Record sales of
$1.35 billion are expected on Thanksgiving Day, a 27 percent
increase over last year. Sales on Cyber Monday are forecasted to be
$2.6 billion, an increase of 15 percent. Black Friday is predicted
to be the fastest growing online sales day of the year at $2.48
billion, an increase of 28 percent. And what will consumers be
buying? Social media buzz for Apple’s iPhone 6 and 6+, Sony’s
PlayStation 4, Fitbits and Disney’s ‘Frozen’ dolls are driving
early interest.
Adobe’s Online Shopping report is the most comprehensive
compilation of data in the industry. The forecast is based on the
analysis of aggregated and anonymous data of more than one trillion
visits to 4,500 retail websites over the last six years and 20
billion visits this October alone. In addition, more than $7 out of
$10 spent online with the top 500 U.S. retailers are measured by
Adobe Marketing Cloud. The tremendous volume of data Adobe collects
has enabled the company to successfully predict spending on
Thanksgiving and Cyber Monday within one percent in previous years,
the most accurate forecast of its kind.
“Consumers will be able to get the best deals this year if they
shop online on Thanksgiving Day,” said Brad Rencher, senior vice
president, Digital Marketing at Adobe. “Smartphones and tablets
continue to drive more and more sales online, which will lead to
new sales records on Thanksgiving Day, Black Friday and Cyber
Monday. With over 30 cents on the dollar spent via mobile devices,
Thanksgiving Day will surpass Black Friday as the most mobile
shopping day ever recorded.”
Additional findings include:
- Best Deals: Online prices are
expected to be lowest on Thanksgiving Day with an average discount
of 24 percent. The largest single-day drop in prices (five percent)
will occur from Sunday to Monday before Thanksgiving. Online prices
are expected to increase on Tuesday after Cyber Monday. In-store
prices are expected to match online prices except for specific
in-store promotions on Black Friday and inventory clearance offers
close to the holidays. Out-of-stock messages will increase
five-fold on Cyber Monday due to increased demand and limited
supply.
- Online Spending: November and
December will drive more than 27 percent of the total annual online
sales for U.S. retailers. In total, online holiday shopping is
expected to increase 10 percent year-over-year. The average U.S.
consumer will spend a total of $248 online over the same period,
with $8 on Cyber Monday, the largest online shopping day of the
year.
- Mobile: Thanksgiving is expected
to be the most mobile shopping day of the year. Thirty-one percent
of all online sales ($418 million) will be generated via
smartphones and tablets, up from 21 percent last year and a new
mobile share record. Mobile devices will also drive a significant
share of sales on Black Friday (26 percent or $644 million) and
Cyber Monday (20 percent or $520 million).
- Top Gifts: Social media buzz is
expected to be an early indicator for top gifts. iPhone 6/6+ is
leading social media mentions for mobile phones. PlayStation 4 tops
Xbox One, Roku leads over-the-top devices, and “Call of Duty” comes
out on top for video games. Fitbit is the most talked about
wearable device while Sony and Samsung are the most discussed
brands for 4K TVs. For kids, Lego, Nintendo DS and dolls from
Disney’s movie Frozen are driving strong social media
mentions.
- Top Retailers: Amazon, eBay,
Target, Walmart and the Gap are the most talked about retailers
across social networks. Amazon is beating eBay, Gap edges out
H&M while Target wins against Walmart. Twenty percent of
Amazon’s social buzz originates from California while 35 percent of
eBay mentions come from New York. Both New York and California
contribute 13 percent of social media buzz for Target.
- Social Media: Two percent of
purchases will come directly from social media sites including
Facebook, YouTube, Pinterest and Twitter, which is flat compared to
last year. Social continues to play a significant role earlier in
the purchasing journey. According to an Adobe survey of more than
400 U.S. consumers, only 25 percent of them will consult social
media to help them make holiday purchase decisions while 40 percent
of 18 to 34 year olds are likely to check social networks for gift
ideas.
About Adobe Digital Index
Adobe Digital Index publishes research on digital marketing and
other topics of interest to senior marketing and e-commerce
executives across industries. Research is based on the analysis of
select, anonymous and aggregated data from over 5,000 major
companies worldwide that use Adobe Marketing Cloud to obtain
actionable data and analysis of activity on their websites. The
2014 Online Shopping Forecast’s margin of error is three percent
with a 90 percent confidence level.
Helpful Links
- Adobe 2014 Digital Index Online
Shopping Forecast
- Adobe Digital Index animated
infographic
- CMO.com article
- Adobe Digital Marketing blog
- Twitter
- Facebook
About Adobe Systems Incorporated
Adobe is changing the world through digital experiences. For
more information, visit www.adobe.com.
© 2014 Adobe Systems Incorporated. All rights reserved. Adobe
and the Adobe logo are either registered trademarks or trademarks
of Adobe Systems Incorporated in the United States and/or other
countries. All other trademarks are the property of their
respective owners.
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Adobe Systems IncorporatedStefan Offermann,
408-536-4023sofferma@adobe.comorText100Melissa Chanslor,
415-593-8465adobe@text100.com
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