Americans will spend 33% more this year on online shopping than 2019, predicts Adobe

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 27, 2020, 5:41 PM UTC

Adobe Analytics’ survey of 1000 US consumers focuses on online shopping trends in 2020.

Social distancing norms mean consumers are shopping more on online stores this year than ever before. The study found Americans have spent $58.9 billion online between November 1 and 23 this year, which is a 32% YoY growth. 

Even online grocery orders increased exponentially during the past seven days due to the Thanksgiving rush. The study reported a 560% increase in online grocery orders; last year, there had been a 10% increase. Overall total online spend is expected to increase by 33% this year over 2019.

Online spending is estimated to hit $189 billion in the full season from November to December. Additionally, Cyber Monday sales will be around $12.7 billion, followed by Black Friday at $10.3 billion and Thanksgiving at $6 billion.

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