The numbers tell a powerful story. U.S. eCommerce sales surged by 9.6% year-over-year in the first 24 days of November, shattering Adobe’s already ambitious forecast of 8.4% growth for the 2024 holiday season. This translates to a staggering $77.4 billion spent, and that’s just the beginning. With the biggest shopping days still ahead, the five-day span from Thanksgiving to Cyber Monday is also expected to rake in another $40.6 billion.
Consumers are engaging earlier and with more enthusiasm than ever. They’re spending their dollars with confidence, driven by the promise of discounts and a streamlined shopping experience. For businesses, this early start means a longer runway to capture consumer attention and fine-tune their strategies for the weeks ahead.
Strategic discounting peaks on key shopping days
Timing is everything when it comes to holiday discounts. The data makes it clear: shoppers are waiting for the right moment to pounce, and retailers are gearing up to deliver.
- Cyber Monday (December 2): Electronics will see discounts hit 30%, the highest of the season. This category, already showing strong early sales, will likely see a major boost.
- Thanksgiving Day (November 28): Big savings will roll out for toys (27% off), sporting goods (20% off), and furniture (19% off). These discounts are well above the average savings seen earlier this month.
- Black Friday: TVs, a perennial favorite, will be discounted by 24%, compared to just 10.8% for most of November. Expect a surge in demand.
- Saturday, November 30: Computers will see steep discounts of 23%, more than double the 11.8% average earlier in the month.
Consumers are savvy, and are strategically waiting for these peak discount windows. Retailers who anticipate this behavior and align their inventory and marketing plans will be the big winners.
Top-selling product categories show strong growth
The holiday season focuses on what consumers value. Across the board, key categories are showing double-digit growth, indicating a shift in spending priorities and a willingness to splurge:
- Electronics: $17.7 billion in sales (+11.4% YoY). People are upgrading their gadgets and diving into the latest tech.
- Apparel: $14.5 billion (+13.4% YoY). Fashion remains a key driver, especially as people look to refresh wardrobes for the season.
- Grocery: $7.5 billion (+16.8% YoY). Yes, even groceries are part of the ecommerce surge, reflecting a shift in how people approach convenience.
- Furniture/bedding: $9.5 billion (+7.2% YoY). Home remains a strong focus, with consumers investing in comfort and style.
- Cosmetics: $3.2 billion (+10.1% YoY). Beauty products are making a splash, driven by gift-giving and self-care trends.
These numbers show a clear trend: shoppers aren’t only looking for the cheapest deals. They’re also buying across categories that improve their lifestyles, from cutting-edge tech to everyday essentials.
AI-powered tools are disrupting online shopping
AI is working behind the scenes to make online shopping smarter, faster, and more personal. Generative AI-powered chatbots are a perfect example. During the first three weeks of November 2024, traffic from these bots skyrocketed by 1,700% compared to the same period in 2023.
These bots are doing more than answering questions. They’re guiding shoppers to the right products, streamlining the checkout process, and even helping with personalized gift ideas. For retailers, this is impactful, akin to having an army of digital salespeople working 24/7.
Mobile purchases surpass desktop for the first time
It’s official: mobile has taken the lead. This November, 51.6% of online purchases were made on mobile devices, up from 49.5% last year. This is a shift in how people interact with eCommerce platforms.
The reasons are clear. Mobile experiences are better than ever—sleek interfaces, faster load times, and seamless payment options have eliminated the friction. Combine that with the fact that people are more comfortable than ever making big purchases on their phones, and you’ve got a winning formula.
For businesses, this means one thing: if your mobile shopping experience isn’t top-notch, you’re leaving money on the table. Every click, swipe, and tap needs to feel effortless.
Discounts drive splurging on big-ticket items
This holiday season, discounts are inspiring consumer confidence. Shoppers are investing in high-value items like electronics and appliances, knowing they’re getting a great deal. Persistent promotions have made it easier for consumers to justify big-ticket purchases, turning browsers into buyers.
Take TVs, for example. Discounts of 24% on Black Friday are drawing in customers who might have hesitated earlier in the month. The same goes for computers, with savings of 23% expected on November 30. These cuts aren’t minor, they’re actually proving to be decisive incentives that push people to act.
Why this matters for marketers
The message for marketers is simple: the holiday season is full of opportunities, but only for those who are prepared. Early spending patterns show that consumers are willing to shop—and shop big—but they’re also more informed and strategic than ever. They’re comparison shopping, waiting for peak discounts, and expecting seamless experiences, whether it’s on mobile or guided by AI.
Brands that align their campaigns with these behaviors—offering compelling deals, leveraging AI for personalization, and optimizing for mobile—will capture sales and build up brand loyalty. This is a chance to stand out in a crowded market and set the tone for 2025.
