2024 HOLIDAY SHOPPING TRENDS
Get insights into seasonal retail trends — as they happen.
During the year’s busiest retail season, we analyze trillions of data points using Adobe Analytics. Real-time holiday spending data is our gift so you can forecast and surpass consumer expectations in the year ahead.
The UK seasonal shopping data is here.
This year’s top-level insights show increased online activity and a growing preference for flexible payment options — including buy now, pay later (BNPL).
Total Season Spend
Mobile Spend
BNPL Spend
Top-line spend
Online retail spending is expected to hit new highs this holiday season: Adobe forecasts consumers will spend a record £25.9 billion online during the 2024 holidays, up 6.1% from 2023.
Total Spend by Month
Consumer spend during the holiday season
Revenue by day
Spend on Key Days
Discounts
Retailers are offering strong discounts this holiday season to encourage higher spending among increasingly price-conscious online shoppers. While seasonal sales events are trending earlier this year with widespread discounting observed throughout October and November, the discounts during the "Cyber 5" period between Thanksgiving Day and Cyber Monday—up to 24% off list price—are expected to be deepest of the season across most categories.
Discounts
See when the best prices show up for top categories. Click the products below to filter your view.
Oct 1st – Dec 2nd, 2024
Additional Discounts
See when the best prices show up for top categories. Click the products below to filter your view.
Oct 1st – Dec 2nd, 2024
Mobile spending
Mobile spending will be even more prominent in 2024. This holiday season, Adobe forecasts mobile revenue share will hit a record 56.3% of online shopping and account for £14.6 billion pounds, up 8.4% from 2023.
Spend by Device Type
Mobile Revenue Share During the Holiday Season
Buy now, pay later
Buy now, pay later (BNPL) has seen continued growth in 2024 that is expected to continue during the holiday season. Adobe forecasts BNPL spending will peak on Cyber Monday with a new single-day-record of £152.3 million pounds.
BNPL Spend on Key Days
BNPL Spend During the Holiday Season
Hot products
Toys, Video Games, Electronics, and Personal Care Products will be key drivers of holiday spending. Below are products and categories Adobe expects to fly off the shelves this holiday season, including LEGO sets, Jellycat stuffed toys, Bluey Ultimate Lights and Sounds Playhouse, Call of Duty: Black Ops 6, and Bluetooth headphones.
Hot products in 2024
Shipping methods
Click-and-Collect continues to be an important shipping option for consumers. Adobe forecasts curbside pickup to peak later in the season around December 15th for last minute gifts. Expedited shipping will also see a lift later in the season as consumers aim to avoid shipping delays.
Order share by shipping method
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