Holidays deliver on record-setting ecommerce expectations

Holidays Exceed Record-breaking Ecommerce Anticipations

The holiday season of 2024 not only met but exceeded expectations for ecommerce sales dramatically. According to Adobe Analytics, U.S. consumers spent an astonishing $241.4 billion online from November 1 to December 31, 2024, marking an 8.7% increase compared to 2023.

Prior to the holidays, Adobe had forecasted ecommerce sales to reach $240.8 billion, representing an 8.4% rise year-over-year.

Explore further: 2024 holiday sales outshine record forecasts

Inflation factors. The impressive holiday results were driven by robust consumer spending rather than inflated prices. Adobe’s Digital Price Index noted a consecutive 27-month decline in consumer prices, with a 2.6% decrease seen in November compared to the prior year. Specifically, apparel prices dropped by almost 8% year-over-year in November 2024, as detailed in the Index.

Mobile influence. The 2024 holiday shopping experience was dominated by mobile devices, with smartphones responsible for 54.5% of online transactions, as reported by Adobe.

Furthermore, a substantial 79.1% of Buy Now, Pay Later (BNPL) purchases were conducted via smartphones.

Screenshot 2025 01 07 At 2.43.28 PM
Image: Adobe.

AI support. The influx of traffic to retail websites driven by genAI chatbots surged by 1,300% year-over-year, according to Adobe.

In a survey conducted with 5,000 consumers, it was found that 70% of those who utilized genAI-powered assistants found them beneficial.

Discover more: Will AI agents lead marketing technology in 2025?

Leading categories. Three categories collectively made up over half (54%) of all ecommerce sales:

  • Electronics: $55.3 billion, rising 8.8% YoY.
  • Apparel: $45.6 billion, increasing by 9.9% YoY.
  • Furniture/home goods: $29.2 billion, up 6.8% YoY.

The fastest-growing segment was groceries, which saw a 12.9% increase year-over-year, leading to $21.5 billion in sales. Cosmetics followed closely behind with a 12.2% increase, generating $7.7 billion in sales.

Importance of these trends. The sales figures indicate that discounts played a vital role in the strong holiday performance. Notably, the top-selling category, electronics, saw the highest peak discounts at 30.1% off the listed price.

The broader narrative extends beyond the holiday season, highlighting how consumers are taking full advantage of discounts and mobile shopping conveniences for categories typically not linked with gifting — such as groceries and furniture. Holiday consumers are engaging in purchases that go beyond holiday shopping, indicating that these trends are relevant throughout the year.

For further insights from Adobe Analytics regarding holiday shopping, click here.

Email:










Review our terms.



OptiPrime – Global leading total performance marketing “mate” to drive businesses growth effectively. Elevate your business with our tailored digital marketing services. We blend innovative strategies and cutting-edge technology to target your audience effectively and drive impactful results. Our data-driven approach optimizes campaigns for maximum ROI.

Spanning across continents, OptiPrime’s footprint extends from the historic streets of Quebec, Canada to the dynamic heartbeat of Melbourne, Australia; from the innovative spirit of Aarhus, Denmark to the pulsating energy of Ho Chi Minh City, Vietnam. Whether boosting brand awareness or increasing sales, we’re here to guide your digital success. Begin your journey to new heights with us!

Similar Posts