Consumers shopping online have spent $76 billion in November, more than the $63 billion in revenue generated during the same period last year, according to the latest data from Adobe Analytics.
Shopping on mobile devices accounted for $31 billion of revenue generated, a 21.7% increase over the last year, while shopping on desktops accounted for the remaining 45 billion. The data covers more than one trillion visits to U.S. retail sites, 100 million SKUs and 18 product categories.
THANKSGIVING SHOPPING: Online shopping for the grocery category peaked on Monday, up 172% over September's average. Wine is outperforming beer by 124% versus 100% over September's average. Other categories with strong season-to-date boosts are toys and video games, up 259% and 167% compared to September's average. Jewelry and personal care products were up 79% and 89% over September's average.
As of November 24, out-of- stock messages have risen 9.7% compared to the average for the previous week. For the month, out-of- stock messages are up 227% compared to prepandemic levels and 261% compared to two seasons ago. The categories with the highest out-of-stock messages include electronics, groceries, appliances, home and garden products, and personal care products.
Curbside pickup remains popular among consumers, up 88% compared to November 2019. On November 24, curbside pickup was used in 22% of all online orders.
Adobe predicts that consumers will spend between $5.1 billion and $5.9 billion online on Thanksgiving Day, as retailers shut their doors in observance of the holiday.
Consumers can still find great deals on seasonal items, such as toys, apparel, and computers, despite a more inflationary shopping environment that is marred by supply chain disruptions. Since October 1, toy prices have fallen 21.3%, apparel prices have fallen 15.2%, computer prices have fallen 12.9%, TV prices have fallen 11.6%, electronics prices have fallen 10.9%, appliance prices have fallen 8.5% and sporting goods prices have fallen 7%. Since Oct. 1, home improvement products prices have gone up by 0.49%.
For the full holiday shopping season, which runs from Nov. 1 to Dec. 31, Adobe is expecting total online sales to hit a new record $207 billion, a 10% year-over-year increase. Cyber Monday is expected to be the biggest online shopping day of the year, with a record $11.3 billion in revenue expected to be generated, up 4% year over year, followed by Black Friday at $9.5 billion, up 5% year over year.