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Consumers are expected to use their smart phones and tablets to do more than check prices this holiday season. More of them expect to make mobile-commerce purchases—forecasted to reach $1.6 billion on Thanksgiving Day, Black Friday, and Cyber Monday— finds the Adobe Digital Index, a research service from Adobe Systems Inc.
Of those three days, Thanksgiving is expected to see the highest percentage—31%—of mobile shoppers, compared with 26% on Black Friday and 20% on Cyber Monday, the Monday following Thanksgiving. Mobile will account for $418 million in sales on Thanksgiving. In 2013, online sales made with smart phones and tablets on Thanksgiving comprised 21% of online sales that day.
Tablets continue to be a preferred device more than smart phones for m-commerce purchases. On Thanksgiving, Adobe predicts that 17% of these transactions will happen on a tablet compared with 14% on a smart phone. On Black Friday, the day after Thanksgiving, tablets are forecasted to account for 15% of m-commerce sales and smart phones 11%.
On Cyber Monday, when many consumers historically have shopped online from desktop computers, tablets will account for 11% of mobile sales and smart phones 8%.
Overall online sales also are expected to increase this holiday season. Adobe predicts that Cyber Monday sales will hit $2.6 billion, up 15% from 2013. Black Friday sales will grow to $2.48 billion, a 28% from last year. Thanksgiving online sales will be $1.35 billion, 27% higher than in 2013.
Overall, November and December account for more than 27% of the total annual online sales for U.S. retailers, Adobe says. On average, a U.S. consumer will spend $248 online in the last two months of the year.
