Holiday season e-commerce - Statistics & Facts

In the United States, Christmas shopping season traditionally begins on Black Friday, the day following Thanksgiving Day. In 2018, holiday season retail e-commerce spending in the United States amounted to 119.54 billion U.S. dollars with the most money being spent online on Cyber Monday. Cyber Monday 2019 became the biggest U.S. online shopping day ever with over 9.4 billion U.S. dollars in online spending. In 2019, U.S. holiday season e-commerce spending is projected to surpass 135 billion U.S. dollars. The five days across the Thanksgiving weekend, also known as Cyber 5, generally account for the biggest online sales days of the holiday season: according to post-Thanksgiving weekend sales data, the 2019 Cyber 5 online sales revenue came to an estimated 28.5 billion U.S. dollars.

Due to retailers’ shift to promoting online offers already during the Thanksgiving week, the holiday season has become increasingly digital. A holiday shopper survey found that an equal share of holiday shoppers planned on started holiday shopping before December. Social media marketing and e-mail advertising is a big deal for retailers as social is an increasingly important channel for consumers to get gift ideas, read reviews, to browse products and to coordinate gifts with friends and families. According to U.S. online users, Amazon was the most popular website for online gift shopping, followed by Walmart. Amazon has also overtaken in-store as the starting point for gift research, and other digital channels such as Google search or brand websites have significantly gained relevance during the gift shopping process.

Holiday shoppers have also increased their smartphone use – in 2018, smartphones accounted for 30 percent of holiday season e-commerce revenue in the United States and mobile devices are important tools for shoppers. Holiday shopper conversion rate was still higher with desktop devices but smartphones and tablets are catching up in terms of shopper usage.

Interesting statistics

In the following 5 chapters, you will quickly find the 34 most important statistics relating to "Holiday season e-commerce".

Holiday season e-commerce in the United States

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Important key figures

The most important key figures provide you with a compact summary of the topic of "Holiday season e-commerce" and take you straight to the corresponding statistics.

Consumer behavior

Mobile usage

Interesting Statista reports

  • Statista Consumer Survey - Survey Data Table
  • Statista Consumer Survey
  • Statista Digital Market Outlook

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