2014 Holiday Shopping Recap
Adobe Digital Index
ADOBE DIGITAL INDEX
Methodology
• Data from Adobe Marketing Cloud: Adobe Analytics,
Adobe Mobile Services, Adobe Media Optimizer, and
Adobe Social
• Based on analysis of aggregated and anonymous data
• More than 18 billion visits to 4,500 retail websites during
November and December
• Over $7.00 out of $10.00 spent online with top 500
retailers is measured by Adobe Marketing Cloud
• Separate findings from surveys of 400+ U.S. consumers,
and digital marketers
ADOBE DIGITAL INDEX | 2014 Holiday Shopping Recap
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ADOBE DIGITAL INDEX
US: Online Shopping
Adobe Digital Index
ADOBE DIGITAL INDEX | 2014 Holiday Shopping Recap
ADOBE DIGITAL INDEX
73 billion spent online this holiday season
2014 online sales (billions)
Online sales
Prediction
$3
Cyber Monday
Black Friday
$2
Thanksgiving
Christmas
$1
$73.4 B
+ 12%YoY
$0
1-Nov
8-Nov
15-Nov
ADOBE DIGITAL INDEX | 2014 Holiday Shopping Recap
22-Nov
29-Nov
6-Dec
13-Dec
20-Dec
27-Dec
• During November and December
US retailers raked in an impressive
$73.4 billion
• Holiday season sales up 12% over
2013.
• US retailers are more dependent on
the holiday shopping season than
those of any other country as this
key time period represents 28% of
annual online sales.
• Mobile accounted for 16% of all
online sales and was as high as 29%
on key shopping days like
Thanksgiving and Black Friday
ADOBE DIGITAL INDEX
Shop online, pick it up in your local store
• In-store pickup became a key
differentiator for brick-and-click
retailers over their online-only
competitors in 2014
• Especially on key traditional offline
shopping days consumers chose skip
the lines by purchasing online before
and while shopping in-stores and
pick up in the store.
• On Black Friday In-Store Pickups
soared to 40% above the average
day and stayed elevating throughout
the Thanksgiving weekend.
• In-store pickup rates again shot up
just before Christmas when it
became too late to wait for shipping.
ADOBE DIGITAL INDEX | 2014 Holiday Shopping Recap
In-Store Pickup: relative to normal
150%
Black Friday
140%
130%
Thanksgiving
120%
Cyber Monday
Christmas
110%
100%
90%
80%
70%
1-Nov
8-Nov
15-Nov
22-Nov 29-Nov
6-Dec
13-Dec
20-Dec
27-Dec
ADOBE DIGITAL INDEX
Geo-Based Personalization: Consumer Sentiment
• 34% report receiving a marketing promotion
based on their location (another 21% unsure);
• Open to Beacons? 55% feel it would be useful to
receive marketing promotions on their mobile
device while in a physical store
• 71% like having ads personalized, but opinions
differ about quality of today’s personalization
efforts:
• 20% like it, but say that such ads are “not done well
enough today”
• 30% like it and feel that today’s efforts are “as tailored to
me as they need to be”
• 20% feel today’s personalization efforts are too intrusive
• 29% don’t think ads should be personalized at all
ADOBE DIGITAL INDEX | 2014 Holiday Shopping Recap
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ADOBE DIGITAL INDEX
Location Aware Content
• The use of location technologies to personalize mobile
experiences is expanding via both GPS location data
and iBeacons.
• For GPS location, 49% are already using device
position to deliver location-aware content.
• In addition, majority of expert mobile marketers,
56.5%, use GPS in comparison to only 36.6 % of lessexperienced marketers.
• But the newbies are catching up; 48.8 percent plan to
add it in the next 12 months.
Request GPS Location Data
Use Beacon Technology
• In the case of iBeacons, sports media companies like
Major League Baseball have already deployed beacons
in their stadiums to “push” relevant content to fans.
Furthermore, companies like Safeway, American Airlines
and Marriott have announced the deployment of
beacons at retail stores, airports and hotels to drive a
location-aware experience for customers.
ADOBE DIGITAL INDEX | 2014 Holiday Shopping Recap
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ADOBE DIGITAL INDEX
Digital Wallets
Share of online sales via digital wallet payments
25%
• 35% of consumers report that their mobile phone allows
them to make payments at a physical store; of these
people, 47% report having used their mobile phone to
make such a payment
• Consumers, weary of entering credit card information on
mobile devices, rely more on alternative payment
methods like PayPal, Amazon Payments, Google Wallet
to make purchases online.
• 23% of purchases on smartphones
• 19% of purchases on tablets
• 16% of purchases on desktops
20%
15%
10%
• Apple Pay will soon become the default alternative
payment tool for many consumers. Enabling easy
transactions both off and online.
5%
0%
Mobile Phone
ADOBE DIGITAL INDEX | 2014 Holiday Shopping Recap
Tablet
Desktop
• Mobile conversion rates expected to increase as digital
wallets become ever more commonplace for online
shopping.
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ADOBE DIGITAL INDEX
Growth by Retailer Category
2014 Winners and Losers
• Specialty, General Merchandise, and Apparel retailers faired the best YoY
• Jewelry, Food & Drug, Health & Beauty sold less online in 2014 than 2013
When do people shop?
• Toy and General Merchandise retailers saw high sales levels on Thanksgiving
• Most other categories didn’t see major spikes until Black Friday and Cyber Monday.
ADOBE DIGITAL INDEX | 2014 Holiday Shopping Recap
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ADOBE DIGITAL INDEX
Price Level and Product Availability
• Online prices hit rock bottom on
Thanksgiving Day at an average discount
of 25.2%
• Online Sales started on Monday before
Thanksgiving as prices fell by more than
5% in two days.
• During Thanksgiving week the average
item was discounted more than 20%.
• Prices began to increases dramatically
after Black Friday and remained elevated
during the rest of December.
• Out-of-stock messages increased 5-fold to
peak Cyber Monday due to increased
demand and limited supply
2014 average discount: online prices by day
Average discount
Prediction
-10%
-15%
-20%
Cyber Monday
-25%
Black Friday
Thanksgiving
-30%
1-Nov
8-Nov
15-Nov
22-Nov
29-Nov
6-Dec
13-Dec
20-Dec
27-Dec
Out-of-stock product views per visit
130%
Black Friday
Cyber Monday
Thanksgiving
110%
90%
ADOBE DIGITAL INDEX | 2014 Holiday Shopping Recap
70%
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ADOBE DIGITAL INDEX
New Sales Records
Cyber Monday growth of online sales (billions)
Record Sales growth on Thanksgiving Day
• $1.33 Billion
• 25% YoY growth
Black Friday barely lags behind Cyber Monday
• $2.40 Billion
• 24% YoY growth
Cyber Monday continued to drive top dollar
• $2.65 Billion
• 16% YoY growth
Online sales growth (billions)
$3.0
$2.0
$3
40%
$2
30%
2013
+24%
50%
2014
+16%
20%
$1
10%
+25%
$1.0
$-
0%
2009
$0.0
Thanksgiving
ADOBE DIGITAL INDEX | 2014 Holiday Shopping Recap
Black Friday
Cyber Monday
2010
2011
Online Sales
2012
2013
YoY Growth
2014
ADOBE DIGITAL INDEX
Mobile Continues to Move Sales Online
The iPad was the online shopping device of choice
for consumers in 2014
• Mobile accounted for 16% of all online sales and
was as high as 29% on key shopping days like
Thanksgiving and Black Friday
• 48% of mobile sales came from consumers using
iPads to shop online
• iOS represented nearly three-quarters of all
mobile sales.
Smartphones aren’t just for browsing anymore.
• Large screen phones led smartphones to account
for nearly half of all mobile ecommerce, up from
a third last year.
• Tablets still drove the majority of mobile sales on
Thanksgiving, Black Friday and Cyber Monday
with 13%, 12%, and 9% of total sales.
ADOBE DIGITAL INDEX | 2014 Holiday Shopping Recap
Tablet
Smartphone
Mobile share of sales
16%
14%
13%
Thanksgiving
12%
12%
9%
Black Friday
Cyber Monday
Android Phone,
17%
Other Mobile, 2%
Android Tablet,
6%
iPad, 48%
iPhone, 27%
iPad
iPhone
Android Tablet
Android Phone
Other Mobile
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ADOBE DIGITAL INDEX
Retail Facebook trends
Posts:
• In retail, up 74% year-over-year in November
• Up 64% year-over-year in December
Paid Impressions:
• In retail, up 13% year-over-year in December
• Up 20% year-over-year in November
ADOBE DIGITAL INDEX | 2014 Holiday Shopping Recap
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ADOBE DIGITAL INDEX
Top Gifts according to Social Media Buzz
Top Gifts
• Mobile Phones: iPhone 6/6+
• Wearable Devices: Fitbit
• 4K TVs: Sony and Samsung
• OTT Devices: Roku
• Video Games: “Call of Duty”
• Game Consoles: PS4 tops Xbox One
Toys:
• Guardians of the Galaxy Toys
• My Little Pony
• Transformer Toys
• Legos
• Teenage Mutant Ninja Turtles
ADOBE DIGITAL INDEX | 2014 Holiday Shopping Recap
Top buzzed about gifts
Top children’s gifts
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ADOBE DIGITAL INDEX
International: Online Shopping
Adobe Digital Index
ADOBE DIGITAL INDEX | 2014 Holiday Shopping Recap
ADOBE DIGITAL INDEX
Online sales and spend per person
Online Spend on Largest Online Shopping Day (Millions)
United States
China
United Kingdom
Japan
Germany
France
Brazil
Canada
Australia
Spain
Italy
Russia
Netherlands
Poland
Switzerland
Sweden
Austria
Belgium
Finland
Denmark
Norway
Ireland
Hong Kong
New Zealand
Portugal
Singapore
Thailand
$3,000
$2,500
$2,000
$1,500
$1,000
$500
$-
Switzerland
Finland
United States
United Kingdom
Sweden
Austria
Denmark
Ireland
Norway
Netherlands
Australia
Canada
France
Germany
Belgium
New Zealand
Japan
Singapore
Hong Kong
Spain
Poland
Italy
Portugal
China
Brazil
Russia
Thailand
$12
$10
$8
$6
$4
$2
$0
Spend per Person on Largest Online Shopping Day
ADOBE DIGITAL INDEX | 2014 Holiday Shopping Recap
US Cyber Monday sales exceeded the largest shopping
day in Japan, Germany, France and the UK combined
• Mobile spending alone in the US will surpassed
most other countries total online sales
• China’s Singles Day (Bachelor’s Day), which
appropriately falls on 11/11 every year, rivals Cyber
Day as the largest online shopping day worldwide
The Average U.S. consumer will spent $8 online on
Cyber Monday
• The Swedes, Swiss, and Fins spent $12+ per
person.
• The large economies of China, Brazil, and Russia
all ranked near the bottom of the list in spend per
person.
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ADOBE DIGITAL INDEX
Growth by Country
US, Austrian and Brazilian retailers brought
in the largest share of annual online sales
during the holiday period.
Online sales growing fastest in Ireland
China, Russia, Brazil, and Thailand.
• All five countries saw holiday sales
grow by more than 20% over last
year.
• Average growth was closer to 10%
year-over-year.
• Offline sales are growing at 2-4% in
most countries.
ADOBE DIGITAL INDEX | 2014 Holiday Shopping Recap
Holiday Season YoY Growth
Ireland
Russia
Brazil
Thailand
China
Poland
Hong Kong
Italy
Switzerland
Belgium
United Kingdom
Singapore
Austria
Canada
Australia
Germany
United States
Japan
Sweden
France
Spain
Finland
Netherlands
Denmark
Portugal
New Zealand
Norway
Holiday Season Share of Annual Online Sales
34%
30%
29%
29%
28%
27%
18%
17%
16%
16%
16%
15%
15%
14%
13%
12%
12%
11%
11%
9%
9%
9%
8%
7%
4%
0%
-4%
United States
Austria
Brazil
Russia
Norway
Switzerland
United Kingdom
Italy
Canada
Sweden
Denmark
Belgium
Germany
Spain
France
Portugal
Thailand
Ireland
Japan
Finland
Netherlands
China
Hong Kong
Singapore
New Zealand
Australia
Poland
28%
26%
25%
23%
23%
22%
21%
20%
20%
20%
20%
19%
19%
19%
19%
19%
18%
17%
17%
17%
17%
16%
16%
16%
16%
15%
13%
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ADOBE DIGITAL INDEX
Mobile Share of Sales
But shoppers in Asia
including Japan, Hong Kong,
Thailand, and Malaysia are
the most likely to pull our
their phones rather than a
tablet to shop online.
ADOBE DIGITAL INDEX | 2014 Holiday Shopping Recap
Phone
Tablet
25%
20%
15%
10%
5%
0%
United Kingdom
Ireland
Japan
Norway
Australia
Sweden
Denmark
Spain
United States
Singapore
Netherlands
Hong Kong
Thailand
Canada
Italy
Switzerland
New Zealand
Germany
Finland
France
Austria
Russia
Malaysia
Belgium
Brazil
China
Poland
The most mobile friendly
(phones and tablets)
shoppers in the world can
be found the countries of
North-west Europe: UK,
Ireland, Norway, Swedish
and Denmark.
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ADOBE DIGITAL INDEX
Product Price Variation - International Comparison
United States
Germany
United Kingdom
2014 average discount: online prices by day
-10%
-15%
The biggest discounts of the
season were found in the UK on
Boxing Day, followed by the 11th of
December in Germany and
Thanksgiving for the US.
In UK and Germany prices fall
gradually throughout the holiday
season and hit their lowest point
in December.
-20%
-25%
Thanksgiving
Dec 11th
-30%
1-Nov
8-Nov
15-Nov
ADOBE DIGITAL INDEX | 2014 Holiday Shopping Recap
22-Nov
29-Nov
6-Dec
Boxing Day
13-Dec
20-Dec
27-Dec
US prices are lower throughout
November, but stay relatively high
during December when many
consumer expect lower prices due
to inventory blow-outs.
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