Adobe Analytics reported that U.S. consumers spent a record $241.4 billion online during the 2024 holiday season, covering November 1 through December 31. This figure represents an 8.7% increase year-over-year and surpassed Adobe's initial forecast of $240.8 billion, indicating stronger-than-expected e-commerce performance.
Mobile shopping played a crucial role in this record-breaking season, accounting for nearly 55% of all online purchases, an increase from approximately 51% in the prior year. Deep discounts were a significant motivator for shoppers, with electronics seeing peak markdowns of 30.1% off listed prices and toys experiencing reductions up to 28%.
A notable trend observed was the surge in traffic to retail sites originating from generative AI-powered chatbots, which increased by 1,300% compared to the year-ago holiday season. This highlights the emerging influence of AI in guiding consumer purchasing decisions and its potential to enhance e-commerce experiences, benefiting Adobe's analytics and AI-driven marketing solutions.
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