2024 HOLIDAY SHOPPING TRENDS
Get insights into the 2024 seasonal retail trends.
During the year’s busiest retail season, we analyzed trillions of data points using Adobe Analytics. Use this holiday spending data to help you forecast and surpass customer expectations in the year ahead.
The 2024 seasonal shopping data is here.
Top level insights from the 2024 holiday season showed increased online activity and a growing preference for flexible payment options — including buy now, pay later (BNPL).
Total Spend
Mobile Spend
BNPL Spend
Top-line spend
Online retail spending hit new highs this holiday season: Consumers spent a record $241.4 billion online during the 2024 holidays, up 8.7% from 2023.
Spend by Month
Consumer spend during the holiday season
Revenue by day
Spend on Key Days
Discounts
Seasonal discounts were stronger than expected across most major retail categories, with record-level discounts observed for televisions, appliances, and sporting goods. The deepest discounts were observed during the "Cyber 5" period, but seasonal promotions continued to trend earlier this year with significant price cuts offered throughout October, November and December. Increased price-sensitivity among consumers made these price-cuts more effective at motivating online shoppers to increase their spending, with a stronger response to discounts accounting for an incremental $2.25 billion in online spending over the course of the 2024 holiday season.
Discounts
See when the best prices show up for top categories. Click the products below to filter your view.
Nov 1st – Dec 31st, 2024
Additional Discounts
See when the best prices showed up for top categories. Click the products below to filter your view.
Nov 1st – Dec 31st, 2024
Mobile spending
Mobile spending has been even more prominent in 2024 holiday season. This season, mobile revenue share hit a record of 54.5% of online shopping. Mobile shopping hit its peak on Christmas Day driving 65% of online sales.
Spend by Device Type
Mobile Revenue Share During the Holiday Season
Buy now, pay later
Buy now, pay later (BNPL) saw continued growth in 2024 and throughout the holiday season. Consumers spent $18.2 million dollars through BNPL this season. Cyber Monday set a single-day-record for BNPL at $991.2 million.
BNPL Spend by Device Type
BNPL Spend During the Holiday Season
Hot products
Toys, Video Games, and Electronics were key drivers of holiday spending. Below are products and categories Adobe saw fly off the shelves this holiday season, including LEGO sets, Call of Duty: Black Ops 6, and Bluetooth headphones.
Shipping methods
Curbside pickup utilization has slowed from pandemic highs but continues to be an important shipping option for consumers. Curbside pickup hit its peak later in the season on December 23rd at 37.8% of orders as consumers leveraged the shipping method for last minute gifts. Expedited shipping also saw a lift later in the season as consumers aim to avoid shipping delays.
Order share by shipping method
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