2024 HOLIDAY SHOPPING 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

Nov 1st – Dec 31st, 2024

Mobile Spend

Nov 1st – Dec 31st, 2024

BNPL Spend

Nov 1st – Dec 31st, 2024

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

Nov 1st – Dec 31st, 2024

Consumer spend during the holiday season

Revenue dollars: 2022 vs 2023 vs 2024

Revenue by day

Nov 1st – Dec 31st, 2024

Spend on Key Days

Revenue dollars: 2023 vs 2024

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

Nov 1st – Dec 31st, 2024

Mobile Revenue Share During the Holiday Season

2022 vs 2023 vs 2024

Conversion Rate by Desktop vs Mobile

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

Nov 1st – Dec 31st, 2024

BNPL Spend During the Holiday Season

BNPL dollars: 2022 vs 2023 vs 2024

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.

Hot products in 2024

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

Nov 1st – Dec 31st, 2024