This week, Adobe released its Adobe Digital Index 2013 Online Shopping Forecast, which focuses on predictions for this year’s Christmas shopping season (defined as November and December).
Although summer holidays may still be a recent memory, the streets of the United Kingdom and Europe are already erupting with holiday cheer—as Christmas markets, window displays, and lights across the region glisten with expectation for the season. And alongside the festivities, consumers are checking their pocketbooks while retailers are sharpening their strategies, preparing for what Adobe is predicting to be one of the most exciting growth years in online Christmas shopping.
2013 will be the year of mobile for Europe—with a 68 percent year-over-year increase from last year expected in mobile online sales, and an expectation to meet or surpass US mobile holiday sales by 2014 if the growth continues. Retail marketers, are your campaigns optimised for mobile? It is no longer a luxury, but vital to invest in one this holiday season—more on this later.
Let’s also take a look at where and when the most dollars will be spent online, as a keen understanding of this activity will arm you with the timeliest and most effective marketing strategies.
While Cyber Monday (2 December) in the United States comes as no surprise, in places like France we’re seeing an expected peak after Christmas on 8 January (145 per cent higher online sales vs. average daily online sales), due to les soldes winter sales which run each year from early January to mid-February. Interestingly, retailers in the Nordics can also expect an even higher increase in online sales on their peak shopping day of 9 December than retailers in the US on Cyber Monday (264 per cent vs. 250 per cent, respectively), leaving some work to do for Nordic marketers in sprucing up their online retail strategies. The highest grossing online shopping day in Europe as a whole is forecast to be December 9th, where the daily sales will be 2.74 times the 2013 average daily online sales.
In the coming weeks, we’ll take a look at more in-depth data from the Adobe Digital Index 2013 Online Shopping Forecast, along with findings from a 2013 Holiday Retail Survey Adobe conducted about how consumers will think and shop online this holiday season.
Stay tuned for more marketing insights during this busy season!
About Mark Phibbs
Mark Phibbs (@MarkPhibbs ) is Vice President of Adobe Systems for Europe, Middle East and Africa (EMEA) Marketing.