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Every year, Adobe releases a report on exactly what day you'll be able to get the best deals on your holiday shopping. Tamara Gaffney, a Principal Analyst for Adobe Digital Index, is telling about how the number this year are breaking down.
• 76% of all spend will go to 1% of product SKUs: Over three quarters of all online sales will go to just 1% of product SKUs. Over half of the 1% will be electronics (60%). Gift cards are second with 10%.
• Cyber Monday will hit $3 billion for first time, a 12% increase YoY. Thanksgiving Day will grow fastest with 18% YoY to $1.6B. Black Friday will come in at $2.7B. Americans will spend a total of $83B online this season, 11% more than in '14.
• Best deals: Prices overall will be lowest on Thanksgiving Day with an average discount of 27%, but out-of-stock incidents will also increase by 37% that day and peak Cyber Monday.
• Best time to buy varies by product category: Saturday before Thanksgiving for toys, Monday before Thanksgiving for electronics, Thanksgiving Day for jewelry, and apparel throughout the season.
• Mobile will drive majority (51%) of online traffic for first time on Thanksgiving Day and account for close to a third (29%) of all online sales, a 12% increase YoY. iOS will drive 22%, Android just 7%.
• Social buzz offers early indicator for top gifts: In the lead: Star Wars BB-8 for toys. Apple Watch for wearables. Apple TV for streaming devices. PlayStation 4 for game consoles. Minecraft and Halo 5 close for most talked about game. Sony for 4K TVs.
