Online Retail Triumphs in Record-Breaking Holiday Season
Sunday, Jan 12, 2025 5:30 am ET
4min read 
The 2024 holiday season has come to a close, and the results are in: online retail has once again emerged victorious, setting new records and solidifying its dominance in the retail landscape. According to Adobe Analytics, online sales during the holiday season reached a staggering $1.1 trillion, marking a 15% increase from the previous year. This impressive growth can be attributed to several factors, including the rise of mobile commerce, the popularity of buy now, pay later (BNPL) services, and the extended holiday shopping season.
Mobile commerce played a significant role in driving online sales during the holiday season. In the US alone, mobile orders accounted for $195 billion in sales, representing a 13.4% increase from the previous year. This growth can be attributed to the increasing adoption of mobile devices and the convenience they offer consumers. Additionally, the popularity of mobile shopping apps and the integration of mobile payment options have contributed to the rise of mobile commerce.
Buy now, pay later (BNPL) services also played a crucial role in driving online sales during the holiday season. Consumers spent $16.6 billion via BNPL in November and December, with Cyber Monday 2023 being the biggest day ever for BNPL, with holiday shoppers using BNPL to purchase $940 million worth of online orders. The convenience and flexibility offered by BNPL services allowed consumers to spread out their holiday spending, making it more manageable and encouraging them to spend more overall.
The extended holiday shopping season, driven by early sales events like Amazon's Prime Big Deal Days, also contributed to the record-breaking online sales. Retailers like Walmart and Target created their own October deal days, coinciding with Amazon's event, and encouraged consumers to start their holiday shopping early. This trend, along with Amazon's second Prime Day in October, lengthened the shopping season and contributed to the overall increase in online sales.
In conclusion, the 2024 holiday season was a triumph for online retail, with record-breaking sales and impressive growth. The rise of mobile commerce, the popularity of BNPL services, and the extended holiday shopping season all contributed to this success. As we look ahead to the future, it is clear that online retail will continue to play a dominant role in the retail landscape, shaping consumer behavior and driving growth in the industry.
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