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The 2016 holiday season will be drawn out as shoppers start buying online early and continue shopping even after Christmas Day, according to Adobe Digital Insights’ “2016 Digital Insights Shopping Predictions” report, which was released today.
For example, 31% of U.S. consumers say they will start their holiday shopping before Nov. 1, up five percentage points from a year ago, according to Adobe’s survey of more than 1,000 U.S. consumers.
Come November, consumers are expected to shop online throughout the season. The report predicts that 57 of the 61 days in November and December will surpass $1 billion, including a streak of 53 consecutive $1 billion plus days. By comparison, the existing longest streak of consecutive $1 billion days occurred during last year’s holiday shopping season.
The report suggests that overall online holiday sales will grow 11.0% to $91.6 billion up from $82.5 billion last year. Just three days—Thanksgiving, Black Friday and Cyber Monday—will account for $8.4 billion, roughly 9.2% of those online sales, according to the Adobe study....
Adobe research says 57 of the 61 days during the holidays will exceed $1 billion in online sales as e-commerce sales are expected to grow 11% this holiday season.