eCommerce 2019 Holiday Sales Wrap Up, Mobile Leads The Way Again
eCommerce trends in 2019 saw brands enjoying a record holiday sales season again this year, with many retailers dependent on the period between Thanksgiving and Christmas for as much as 40% of their annual sales.
The results are encouraging (and perhaps a bit surprising, given that there were fewer selling days this year due to Thanksgiving falling so late).
What had the biggest impact on eCommerce in 2019?
- Increase of 18.8 percent in eCommerce sales this year vs. 2018 sales.
- eCommerce grew faster than the overall retail sector (which saw growth of just 3.45 percent over 2018).
- Challenges with the compressed sales period, as last minute shoppers resulted in retailers scrambling to meet shipping deadlines – this was compounded by FedEx’s recent troubles.
- As always, Amazon threw competitors a curveball by expanding their free return policy and creating risk-free shopping on some items for consumers.
- Black Friday sales reached a new record at $7.4B, up $1.2B over 2018.
- Mobile device sales also reached a record, up 21 percent year over year with $2.9B.
- Sales on Cyber Monday had another record-breaking year with an increase of 19.7 percent to $9.4B – and what was really interesting is that BOPIS (Buy Online Pick up In Store) sales increased 43 percent over the previous year
- As expected, Mobile continued to grow, hitting a whopping $44.4B just during the period between Thanksgiving to December 19th.
- Holiday sales accounted for a total of 34.5 percent of all eCommerce sales and 57 percent of all traffic to websites.
Three Quick Takeaways:
- Holiday sales picked up momentum, exceeding expectations even despite retailers and eTailers having six fewer selling days this year.
- Mobile device sales continue to gain momentum. The revenue and traffic data noted above should encourage all eCommerce merchants to invest in optimizing Mobile shopping experiences to better-attract consumers. Failing to make this a priority in 2020 means risking being left behind your competitors.
- If you can leverage your brick & mortar locations for BOPIS, do it! Data shows this will continue to be embraced by consumers, providing some hybrid eTailers with an advantage.
We welcome your thoughts – feel free to contact us with comments and questions about improving your business.
Images courtesy of Pixabay | mohamed_hassan & OpenClipart-Vectors