Adobe Analytics has projected a record $240.8 billion in U.S. online spending for the 2024 holiday season, spanning from November 1 to December 31. This forecast represents an 8.4% increase year-over-year, marking the largest growth since 2021. The data, derived from over 1 trillion visits to U.S. retail sites, highlights the continued expansion of digital commerce.
Mobile devices are expected to drive a significant portion of this spending, accounting for 53.2% of all online shopping, an increase of more than 10% compared to the previous year. Additionally, spending through buy now, pay later (BNPL) services is anticipated to reach a new high of $18.5 billion, reflecting an 11.4% rise year-over-year.
This robust outlook for online retail indicates a strong environment for Adobe's Digital Experience segment, which provides analytics and marketing solutions to businesses. The increasing reliance on digital channels and flexible payment options underscores the importance of Adobe's tools in enabling and measuring e-commerce success.
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