Holiday Shopping Trends: How Consumers Are Purchasing Gifts In 2017

Christmas shopping season is off to a strong start thanks to record-breaking sales from Thanksgiving Day through to Cyber Monday. More than 174 million Americans shopped in-store and online for deals on a variety of products including electronics, toys and apparel.

Brands and retailers should pay close attention to the following numbers that came out of the holiday weekend shopping spree. While most of us could have predicted online shopping growth, there are key takeaways for how consumers found deals, and why certain days were more popular for in-store shopping.

Holiday Shopping Statistics & Trends 2017

The data collected below comes from research conducted by Adobe Analytics & National Retail Federation over the 5 day holiday weekend (Thanksgiving, Black Friday, Small Business Saturday, Sunday, and Cyber Monday).

$335.47 Average Spend Per Person

With 75% of this going specifically toward gifts. Older Millennials (25-34 years old) were the biggest spenders at $419.52.

64 Million Shopped Both In-Store & Online

Over 58 million shopped only online, and over 51 million shopped only in stores. The multichannel shopper spent $82 more on average than the online-only shopper, and $49 more on average than those shoppers who only shopped in stores.

3 Billion Emails, 82 Million SMS & Push Notifications Sent On Black Friday

Retailers sent nearly 3 billion emails, more than 82 million SMS and push notifications and collected 8.8 billion data points (ie, email sign-ups, POS data).

Early Morning Shopping Popular On Cyber Monday

The data from 2017 holiday shopping trends showed more people shopping early morning on Cyber Monday than on Black Friday.

Most Popular In-Store Shopping Days Were Black Friday & Small Business Saturday

The most popular day for in-store shopping was Black Friday, with 77 million consumers, followed by Small Business Saturday with 55 million consumers.

The top 2 days that consumers shopped online were Cyber Monday with more than 81 million and Black Friday with more than 66 million.

Overall web traffic to retail sites increased by 11.9 percent on Cyber Monday

Mobile set a new record representing 47.4% of visits (39.9% smartphones, 7.6% tablets) and 33.1% of revenue. Smartphone traffic specifically grew 22.2%.

Apple IOS had largest Average Order Value (AOV) for smartphones

Purchases made on smartphones, Apple iOS led with an average order value (AOV) of $123, in comparison to Google Android at $110.

Cyber Monday Surpassed Amazon Prime Day As Amazon’s Biggest Shopping Day Ever

Amazon announced that Cyber Monday 2017 was bigger than any other shopping day. It broke the Prime Day 2017 record for biggest sales day in company history. (TechCrunch)