The 2024 holidays exceeded expectations, with U.S. consumers spending a record-breaking $241.4 billion online between November and December, up 8.7% from the previous year, according to Adobe Analytics.

Record-Breaking Projections

Before the holidays, Adobe had forecasted $240.8 billion in ecommerce sales, showing an 8.4% increase year-over-year.

Dig Deeper: 2024 Holiday Sales Insights

Inflation did not play a significant role in the record-setting sales, as consumer prices continued to decline. Adobe’s Digital Price Index revealed a 2.6% decrease in prices compared to the previous year, with apparel prices down almost 8% in November 2024.

Mobile transactions were a key highlight, with smartphones driving 54.5% of online purchases during the holidays. Additionally, 79.1% of Buy Now, Pay Later orders were completed on smartphones.

The use of AI agents, particularly genAI-powered chatbots, saw a significant increase in traffic to retail sites, up by 1,300% year-over-year. A survey by Adobe found that seven in 10 consumers who interacted with AI-powered assistants found them helpful.

Dig Deeper: The Future of AI Agents in Marketing Technology

Top categories that contributed to over half of all ecommerce sales included electronics, apparel, and furniture/home goods. The highest-growing category was grocery, with a 12.9% increase year-over-year, followed by cosmetics with a 12.2% growth.

Discounts played a significant role in driving sales, with the electronics category benefiting from the highest peak discounts at 30.1% off the listed price. Consumers are increasingly leveraging discounts and mobile shopping experiences to purchase a variety of product categories beyond traditional gift-giving items.

For more insights on holiday sales data, visit Adobe Analytics.

FAQs

1. How much did U.S. consumers spend online during the 2024 holidays?

U.S. consumers spent a record-breaking $241.4 billion online between November and December 2024, up 8.7% from the previous year.

2. What were the top categories driving ecommerce sales during the holidays?

Electronics, apparel, and furniture/home goods accounted for over half of all ecommerce sales in 2024.

3. What role did mobile transactions play in the 2024 holiday sales?

Smartphones drove 54.5% of online purchases during the holidays, with 79.1% of Buy Now, Pay Later orders completed on smartphones.

4. How did discounts impact holiday sales performance?

Discounts, particularly in the electronics category, contributed to strong holiday sales performance, with peak discounts reaching 30.1% off the listed price.

5. Are consumers only purchasing gift-related items during the holidays?

No, consumers are leveraging discounts and mobile shopping experiences to purchase a variety of product categories beyond traditional gift-giving items, such as groceries and furniture.