Alistair Berg | Digitalvision | Getty images
Online vacation spending in the United States is expected to jumped from 5.3% from one year to another to 253.4 billion dollars while consumers are looking for discounts and even enlist the help of chatbots fueled by artificial intelligence, according to an Adobe Analytics report published on Monday.
However, this growth would be even slower than the holiday season of the previous year, when online sales increased by 8.7% from November 1 to December 31, said the company. Adobe’s data follows more than 1 billion of visits to retail websites in the United States, 100 million unique items and 18 categories of different products.
This growth is also lower than the average of 10 years of approximately 13% per year. This brand was partially biased by growth of 32% from one year to the next in 2020 when consumers relied on the online options of retailers during the cocovio pandemic.
The desire of customers to celebrate the season with decor and gifts – and to take advantage of the lower prices for a promotional period – supports expenses even at an uncertain moment for the American economy, said Vivek Pandya, director of Adobe’s digital ideas.
“The holiday season is one of the areas where they feel much more in the waves and stealing to obtain the goods they need,” he said. “We see them ready to spend and capitalize on these moments of sale.”
In addition, he said that consumers have gotten into the habit of storing goods if they believe prices can be volatile, which could help stabilize expenses.
He said that if vacation spending should slow down to last year, “given everything the consumer is faced, it’s always pronounced growth”.
Higher online expenses cannot necessarily result in an increase in overall vacation sales. Adobe’s data only follows electronic commerce, and the company believes that around one in four dollar from holiday sales will be spent online, Pandya said.
In the United States, retail sales have collapsed this year, but concerns about the rise in prices of prices and consumer confidence have complicated the prospects of the critical purchasing season. Some vacation forecasts, which capture store and online spending, have predicted more modest growth than in recent years or even a decline.
Holiday spending in stores and online should increase by 4% from one year to the next – a decrease compared to the average of 5.2% on average by 5.2%, according to projections of the Bain & Company consulting company.
Consumers said they were planning to spend about 5% less – or an average of $ 1,552 – on vacation gifts, travel and entertainment, compared to the season of the previous year, according to a survey by the PwC consulting firm, which included a representative sample of 4,000 American consumers and was conducted in late June and early July. The expected expenses, in particular, were driven by members of Gen Z saying that they planned to spend 23% less than the holiday season of the previous year, according to the PWC survey.
Adobe is waiting for the holiday peak Expenditure during the cyber week, which extend from Thanksgiving until Monday after Christmas which is nicknamed Cyber Monday. This five -day period is expected to drive 17.2%, or 43.7 billion dollars, overall online vacation expenses, said Adobe, almost in accordance with the 17% of this period representing during the holiday season of the previous year.
The reduction levels will be almost similar to the holiday season of the previous year, predicted Adobe, with slightly lower discounts in certain categories. For example, discounts on electronics should peak at 28% on the price listed, against 30.1% in the period of the previous year. Adobe expects Toys to reach 27% reduction against 28% during the same period.
Mobile devices will be the main engine of online purchases, said Adobe, the company expecting vacation purchases made there to represent 56.1% of online expenses compared to office computers. It is a significant leap compared to 40% of online spending that mobile devices represent during the 2020 holiday season.
While buyers are looking for gifts, others should turn to cat services and generative navigators fed by AI to find out which toys, jewelry, clothing or other items to buy. Adobe expects the trafficking of AI to increase by 520% from one year to the next, the busiest traffic days leading to Thanksgiving.
