2020年假日购物季预测报告（英文）.pdf

Unboxing 2020's Holiday Shopping Forecast Adobe Digital Insights Methodology • Analysis of more than 1 trillion visits to U.S. based retail websites. • Product and pricing insights based on analysis of sales of more than 100 million unique products. • Adobe Analytics measures transactions at 80 of the top 100* U.S. online retailers — more than any other technology company. • Shipping and returns analysis based on millions of orders in 2019, email analysis using more than 29B emails sent in 2019. • Companion research based on a survey of 1,000+ U.S. consumers (18+ years) in Oct 2020. *Per Internet Retailer 2018 eGuide ©2020 Adobe. All Rights Reserved. Adobe Confidential. Key findings COVID-19 + holiday spending will drive record gains for e-commerce David vs. Goliath vs. COVID • Online holiday season spend could reach as much as $189 billion dollars at 33% YoY • Large retailers ($1 billion+) are expected to growth. initiate deals earlier and continue to grow their share of • COVID-informed online demand remains elevated and will ensure record-shattering Black total holiday spend over small retailers ($10-50 million). Friday & Cyber Monday sales days, while propelling shopping growth in early November. • However, the holiday season continues to be important Black Friday is expected to reach $10 billion!