Although ecommerce returns are a year-round reality, one day rules them all. National Returns Day, first declared by UPS in 2017, refers to the most popular day for customers returning online purchases and typically falls during the first week of January.

Recent years have seen this day stretch into a full week of return shipments, so e-tailers should prepare accordingly. Improving website speeds, checkout processes and other ecommerce conversion tactics will create a top notch customer experience and supercharge your bottom line.   

Yes, it’s true — National Returns Day 2024 and the rest of returns week can be a huge opportunity for your online store. Being cognizant of critical dates such as National Returns Day can be a game-changer for online businesses. The start of the new year is not just about resolutions—it also marks the busiest returns day for the retail industry.

Take a look at these statistics on ecommerce returns to prove it, and keep reading for all the other facts you need to know to be prepared for this unofficial holiday. 

What is National Returns Day?

In the e-commerce landscape, National Returns Day is the day when the most significant number of returns are processed by retailers after the holidays.

Why is National Returns Day Important?

Understanding the implications of National Returns Day can present unique opportunities for businesses. The ability to anticipate high volumes of returns and prepare adequately can enhance the customer experience, promote brand loyalty, and even result in increased sales.

National Returns Day 2024: What to Expect

As we approach 2024, it’s crucial for businesses to be prepared for National Returns Day. Historically, this day has fallen on the first Monday after New Year’s Day. However, recent trends point to a shift from a single peak returns day to an entire returns week.

A Deeper Look at the Statistics on National Returns Day

Insights from previous years reveal a steady increase in the number of returns during the week following New Year’s Day. UPS, a major shipping company in the US, has reported that returns have tripled in the last decade.

More than 2 billion people worldwide shop online.

Let’s set the scene with the sheer number of people who make ecommerce purchases. As of 2021, there were 2.14 billion people worldwide who buy goods and services online — a huge jump from 1.6 billion people in 2016. The pandemic and subsequent brick-and-mortar store closures sped up the expansion of ecommerce considerably, and Shopify estimates 10 years of growth happened in just 90 days. Even a couple of years later, we’re still seeing the impact.

The average ecommerce return rate is 16.6%.

It doesn’t take a mathematician to work out that more people shopping online equals more returns. The National Retail Federation reported earlier this year ecommerce returns totaled $761 billion in 2021, accounting for 16.6% of total sales. The return rate varies by category, with auto parts, apparel and home goods leading the pack. Returns also jump following the holiday season. Per the NRF, retailers expect 17.8% of purchases made in November and December to be returned.

National Returns Day 2024 might not be just one day. 

The holiday season seems to arrive earlier and earlier every year, which is both a blessing and a curse for online retailers. This phenomenon, known as the “Christmas Creep,” applies not only to themed merchandise but also to shopper behavior. Consumers shop well before the holidays these days, and 57% say they plan to make purchases online. It’s no wonder that UPS forecasted a shift to National Returns Week in 2021, and trends are pointing toward seeing a returns season in 2024.

Package volume reaches 1.75 million units per day during peak returns times.

During “returns week” in 2021, logistics experts predicted a package volume of 8.75 million units mostly across five days in early January. And during this past year, UPS processed 60 million return packages between November 14 and January 22. Keep in mind, this number doesn’t include USPS, FedEx, DHL, Amazon or other popular shipping carriers. Next time you see a shipping delay, consider these carriers are processing millions of parcels every single day for months on end.

One in four Americans will make an ecommerce return during returns season.

Louisville TV station WDRB reported 25% of U.S. customers will send parcels back to e-tailers around the holidays. Whether items arrived damaged before the gift giving commenced or shoppers simply had buyer’s remorse, one-quarter of them are expected to make an ecommerce return sometime between November and January.

The Rising Trend of “Bracketing”

A significant factor contributing to this surge in returns is the practice of “bracketing”. This consumer behavior, especially common in the fashion industry, involves customers ordering multiple sizes of an item with the intention of returning the ones that don’t fit. Ecommerce growth has made returns a more consequential factor in a consumer’s decision-making process.

Some of those returns will be attributed to bracketing.

Before the ecommerce surge, most apparel shopping was done in-store where consumers could try on different sizes and styles before handing over their credit cards. For online shoppers, however, this process is a bit more complicated. Sizing is not consistent, and colors can be difficult to ascertain on a device’s screen. So, they order multiple options with the intention of returning the ones that don’t work — known now as ecommerce bracketing. 

Per Statista, these are the top reasons shoppers bracket:

• Sizing options aren’t clear (48%)
• Unable to try on options in store (36%)
• Unfamiliar with the brand (26%)
• Finding the right size after weight has changed (23%)

All in all, 40% of consumers occasionally bracket, which explains high return rates around the holidays.

More than 60% of shoppers will opt to ship their returns.

Shopping online is hugely popular, thanks to the convenience and accessibility it provides. But there’s no denying it puts a massive strain on supply chains and logistics companies, especially during busy periods. That’s why ecommerce behemoth Amazon encourages free brick-and-mortar returns to its own stores or lockers, or to a participating Kohl’s location. Other brands are following suit, but only 30% of shoppers opt for in-store returns. More than twice that prefer to ship items back to the e-tailer.

Offering hassle-free returns will win unsure shoppers over.

We’ll never stop preaching the benefits of hassle-free returns. They’re a proven way to attract and retain customers, and building an ever-expanding loyal customer base is the best thing an e-tailer can do. (After all, it’s far easier and cheaper to sell to a repeat buyer than to win over a new one.) With easy returns, shoppers are confident they can send back the products that don’t work out. And research shows a positive returns experience will encourage 92% of them to make a new purchase.

The Impact of Returns on Retailers

The unpredictability and volume of returns can pose considerable challenges for retailers. Efficient processing and reintegration of returned items into the supply chain are crucial to minimize losses.

Strategies for Managing Returns

In light of these challenges, retailers must develop effective strategies to manage returns. These may include hiring additional staff during the returns week, reviewing and updating return policies, and investing in technology to streamline the returns process.

How to Turn Returns Into Opportunities

Despite the challenges, returns can also present opportunities for businesses. Offering low shipping rates and fast delivery can significantly enhance the customer experience, leading to increased brand loyalty and repeat purchases.

Embracing the Future of E-commerce

As we look ahead to National Returns Day 2024, it’s clear that the e-commerce landscape is continuously evolving. Businesses that stay informed and adapt to these changes will be best positioned to meet their customers’ needs and achieve long-term success.

In conclusion, National Returns Day is a significant event in the e-commerce calendar. By understanding its implications and leveraging e-commerce statistics, businesses can turn the challenge of returns into an opportunity for growth.

Anything can happen.

Everything that happens on and around National Returns Day 2024 is dictated by the holiday shopping season. Here’s a quick look at trends experts have predicted based on preseason research and consumer behavior:

• 74% of shoppers plan to spend the same amount or more as last year ($1430 per consumer on gifts, travel and entertainment), despite inflation and fears of a recession.
• 65% say price is in the top three factors that influence holiday spending, down from 75% last year, but e-tailers who can still offer value deals are primed to attract these price-conscious customers.   
• 25% of consumers planned to begin shopping in early November, but 41% waited until after Thanksgiving — possibly resulting in an earlier rise in ecommerce returns. 

With Black Friday and Cyber Monday in the rear view, it’s time to turn your attention to the upcoming returns season and the opportunities it creates. Repeat buyers and second-chance sales are on the horizon, ensuring a healthy income stream for your online store to float it through a historically slow time of year. We wish you the best of luck on National Returns Day 2024!

Need more ecommerce returns statistics? Check out our recent guides:

These 10 Statistics on Ecommerce Returns Paint the Full Picture

8 Post-holiday Return Facts You Need to Know

Buyer’s Remorse Can Become Your Gain! 11 Proven Tips on How to Best Handle Post-Holiday Returns

The holiday season is the most wonderful time of the year for online retailers, bringing the promise of increased sales and festive cheer. But with this surge in demand comes a unique set of challenges — especially when it comes to shipping. 

The secret to a smooth, successful holiday season? Meticulous preparation. From stocking up on inventory to perfecting your packaging and bolstering customer support, there are numerous steps that can make or break your holiday operations. Let’s make a list of must-haves for your holiday season shipping plan and check it twice to make sure your busy season is stress-free and nice. 

“In 2025, competent shipping departments are adopting a multi-carrier approach utilizing USPS, UPS, FedEx and even regional carriers. It is not only about saving money; flexibility is essential. With multiple carrier options available, delays from one carrier are less concerning.

The ultimate key is having access to a shipping solution that integrates with all your carriers and offers real-time rate shopping and unique rate options. Don’t wait until it’s too late. Begin setting up test shipments now, and familiarize yourself with deadlines and additional fees each carrier imposes to gain a competitive advantage.” – Read Article on Forbes

#1. Inventory Management

Effective inventory management is a cornerstone of a successful holiday season that involves both foresight and strategic planning to ensure you’re well-prepared to meet the increased demand. Start by analyzing past holiday sales data and trends to predict which items in your catalog might be bestsellers again this year. Then, stock up on these items well in advance to prevent stockouts during the holiday rush — and consider having a backup stock of popular items in case there are unforeseen surges in demand. Also, be sure to keep a close eye on stock turnover rates and reorder points to replenish inventory in a timely manner.

To avoid overstocking or understocking, consider inventory management software and tools to monitor stock levels, track product performance and automate reorder processes. Collaborate closely with suppliers to ensure a steady supply chain, and be ready to negotiate terms to minimize costs. Finally, maintain organization and efficiency in your picking and packing processes.

To summarize:

• Use past holiday sales data to identify popular products.
• Stock up on your catalog, especially high-demand items. 
• Watch stock turnover rates and reorder when necessary.
• Stay organized in storage, picking and packing.

#2. Shipping Carrier Partnerships

Building strong shipping carrier partnerships is vital for online retailers, especially during the holiday season. Establishing these partnerships allows you to negotiate favorable, cost-effective terms and offer competitive shipping rates to your customers and helps you maintain healthy profit margins. (Solid relationships also help you in case you need backup options during disruptions like extreme weather conditions.) Research and select carriers that align with your brand’s specific needs, whether you require fast delivery times, international shipping or eco-friendly options. 

Once you’ve established your chosen carriers, carefully watch their holiday schedules and shipping deadlines to avoid any unpleasant surprises. These cutoff dates guarantee delivery before the holidays, so communicate these deadlines to your customers to provide a well-informed and streamlined shopping holiday experience. 

#3. Shipping Options

Offering a variety of shipping options is a key strategy for online retailers to cater to the diverse needs of customers during the holiday season. Providing choices like standard, expedited, next day delivery and same-day delivery (if your operational capabilities allow) ensures shoppers can select the service that best aligns with their preferences and urgency. Many customers are willing to pay extra for faster delivery, so by offering expedited services, you can generate additional revenue.

Moreover, consider integrating tracking and parcel shipping insurance options to enhance the overall customer experience. These features give shoppers peace of mind, knowing their orders are traceable and protected. 

#4. Packaging Supplies

Packaging supplies play a pivotal role in ensuring a successful holiday season for online retailers. As the first physical impression of your brand, your packaging should be professional and reflective of the festive season. Make sure you have an ample supply of packaging materials — boxes, bubble wrap, packing paper, tape and protective fillers — well in advance of the holiday rush.

Beyond the basics, consider extras that will create a memorable unboxing experience that delights customers.Efficiently organized and easily accessible packaging supplies help streamline order fulfillment and reduce packing time. Moreover, a well-thought-out packaging strategy not only enhances the customer’s experience but also minimizes the risk of product damage during transit, reducing return rates.

Sustainability is another key aspect to consider – using eco-friendly packaging materials not only appeals to environmentally conscious shoppers but also contributes to a positive brand image.

#5. Shipping & Returns Policies

Clear and flexible shipping, returns and exchanges policies are pivotal for online retailers during the holiday season. Define these policies and communicate them prominently on your website to manage customer expectations. In terms of flexibility, consider extending return windows to accommodate gift-giving timelines, granting extra peace of mind to holiday shoppers.

Incorporate straightforward instructions for initiating returns and exchanges, including any prepaid shipping labels or return forms, to make the process as hassle-free as possible. Being transparent about your policies (including restocking fees, if applicable) builds trust and encourages repeat business.

Furthermore, invest in robust customer support to handle holiday-related inquiries and requests promptly and professionally. A well-crafted policy, paired with effective communication and support, not only minimizes customer frustrations but also distinguishes your brand for a customer-centric approach that fosters long-term customer relationships and loyalty.

#6. Shipping Software

Shipping software is a critical tool for online retailers during the holiday season that streamlines shipping operations, enhances efficiency and minimizes the risk of errors. It automates the tedious parts of the shipping process, from generating shipping labels to calculating shipping costs and managing order tracking.

One of the key benefits of shipping software is its ability to integrate with various carriers, providing access to multiple shipping options and rates within a single platform so you can choose  the most cost-effective and reliable shipping services for each order. Additionally, the software often includes features for bulk order processing so you can apply the same rules to a whole batch of orders, which is a time-saving essential during the holiday rush.

Tracking and monitoring capabilities are also worth their weight in gold. You can keep an eye on shipments in real-time, and if any issues arise, you can address them promptly, keeping customers informed about any delays or problems.

Jingle All the Way with a Solid Shipping Plan

The holiday season ties a bow on the year of ecommerce sales, and having a solid shipping plan will help you navigate the rush with confidence. Remember: Effective holiday season shipping not only satisfies customers in the short term but also paves the way for long-lasting relationships and a thriving business well beyond the festivities. By checking the items off this list, you can make the most out of this magical season for your online retail business.

As the days grow shorter and the holiday season draws near, online retailers around the world are gearing up for one of the most exhilarating and lucrative shopping events of the year: Black Friday. This annual retail frenzy, which falls on the day after Thanksgiving, has evolved far beyond its brick-and-mortar origins and now presents an unmissable opportunity for ecommerce businesses. 

Online retailers can harness the power of Black Friday to boost sales, engage customers and lay the groundwork for a successful holiday season. In this guide, we’ll cover the key components of thriving on Black Friday and beyond so you can tackle the season launch with confidence and exceed your business goals.

These Black Friday Statistics Paint the Picture

Consumers as a whole remember the roots of Black Friday, which saw massive crowds converge on big box stores in the middle of the night to score deep discounts on everything from apparel to electronics. 

But just how big has this retail holiday gotten over the years? These Black Friday statistics paint a pretty clear picture: 

• Black Friday generated $65.3 billion globally in 2022 just through online sales.
• Ecommerce sales on Black Friday 2022 increased 14% year-over-year. 
• U.S. consumers spent $270 billion online during the holiday season last year.
• Shoppers in the U.S. spent $9.1 billion on Black Friday 2022.
• 87 million consumers in the U.S. alone shop online during Black Friday.
• The average spend for Black Friday is just over $200 per shopper.
• Black Friday sees 3x the website traffic as a regular October day.

How to Optimize Your Online Store for the Rush

The shopper experience will make or break how well your business does on Black Friday. This is why optimizing your online store at every point of the consumer journey is crucial for maximizing sales and ensuring a smooth shopping experience for your customers. 

Don’t skip these steps when preparing for one of the biggest shopping days of the year:

• Make Time for Mobile: Test the mobile shopping experience thoroughly and identify areas for improvement, such as navigation and usability. Black Friday is a massive day for m-commerce with mobile devices driving 47% of spending during the holidays.
• Speed Up Your Site: Ensure your website can handle increased traffic. Test its performance under heavy loads and make necessary adjustments (like optimizing images) to improve speed and responsiveness, especially during checkout.
• Invest in Inventory: Carefully assess your inventory and stock levels to meet the expected surge in demand. Avoid overstocking or understocking popular items. As a backup plan, offer alternative products in case some items sell out.
• Prepare to Promote: Visit your growth marketing arsenal and create a stellar campaign that includes email marketing, social media campaigns, pay-per-click advertising, and search engine optimization (SEO).
• Strengthen Support: Increase your customer support capacity to handle the higher volume of inquiries and requests during Black Friday, possibly with chatbots or automated customer service solutions that can provide instant assistance.

There are plenty of additional steps you can take, such as ramping up your website security to prevent fraud or optimizing for voice search. However, even a few tweaks to prepare for the influx of traffic and a higher volume of sales will ensure a smoother, less hectic Black Friday.

Our Predictions for Black Friday 2023

As Black Friday rapidly approaches, experts throughout the retail industry are predicting everything from total sales revenue to how businesses will promote their sales 

Mobile Focus: Consumers made almost half their purchases on mobile devices during last year’s holiday shopping season, and mobile commerce isn’t slowing down. In fact, more online retailers are focusing on the mobile experience with things like single-column emails and larger CTA buttons.

Personalized Gift Guides: Gift guides ahead of the holiday season are nothing new. However, with the help of AI algorithms and super-granular segmentation, brands can now offer truly personalized gift guides based on shopper behavior. At the very least, we’ll see guides for more specific demographics, such as “plant parents” or “globetrotters.” 

Exclusive Early Access: The “Black Friday creep” has been its own trend in recent years, with retailers launching their sales way ahead of the actual day. While we don’t predict this phenomenon going away, we do foresee more exclusivity around early access. Email subscribers, loyalty program members and longtime customers will get to shop ahead of the masses.

As you gear up for Black Friday, remember: Careful planning and strategic marketing make all the difference. By following the insights and tips we’ve shared in this guide, you can maximize your online store’s success during this critical shopping event. Stay proactive, adapt to the evolving retail landscape and make this Black Friday your best one yet. Good luck!

The holidays are a very important time for ecommerce retailers, as the sales made during the holidays typically account for a large portion of the revenue made throughout the year. In this article we’ll go over some shopping statistics that will give you a positive outlook on the holiday shopping season as an online store owner, and help you better understand what trends 2021 had to offer as the New Year gets well underway.

Despite shoppers needing to brave long lines at stores, trying to find items before they disappear off of store shelves and worrying if gifts ordered online will arrive in time; the holidays are the highlight of many people’s year.

The holidays are a very important time for ecommerce retailers, as the sales made during the holidays typically account for a large portion of the revenue made throughout the year. In this article we’ll go over some shopping statistics that will give you a positive outlook on the holiday shopping season as an online store owner, and help you better understand what trends 2021 had to offer as the New Year gets well underway.

1. Mid-October marks the start of the holiday shopping season now.

The holiday shopping season traditionally begins the day after Thanksgiving with Black Friday weekend and Cyber Monday, but recently retailers have been launching holiday discounts earlier and consumers are taking advantage. 43% of customers said they planned to begin purchasing gifts before the end of October according to data from September 2021. This is encouraging to retailers as an increase in sales can be expected sooner.  [Statista]

In-Store Traffic

Physical store traffic rose significantly, but was still well below pre-pandemic levels. [RetailNext – Sensormatic Solutions]

Some customers reported long lines and extended wait times at stores while others reported malls with few people. The mixed reports accounts for why data from RetailNext showed traffic at brick-and-mortar stores increased by 61% from 2020 Black Friday, but was still 27% below pre-pandemic levels in 2019.

Sensormatic Solutions, another company that tracks in store traffic reported a 48% gain over 2020, but rates were 28% lower from 2019.

2. Revenue for holiday sales has increased steadily since the 2008-2009 global financial crisis.

Since 2010 total holiday sales has been steadily increasing year-over-year. 2020 totals were $777.3 billion and are predicted to rise between $843.4 – $859.0 billion according to the National Retail Federation. [NRF]

3. Majority of holiday shoppers are buying for others.

According to a recent survey, the majority of holiday shoppers, 27% primarily focus on shopping for others. This group is typically over the age of 55 and is the main reason Christmas is one of the top spending holidays. [Deloitte]

4. Gen-Xers have the highest average spending during the holidays.

Gen-Xers on average spend the most during the holidays from mid-October to December with a total value of $782 per person. [CMA]

5. Online gift card sales increased by over 100% in December 2020.

Gift card sales increased by 106.1% in December 2020. Encouraging for retailers, because even if customers don’t have a specific item in mind for their loved ones, they are still buying gift cards which increases overall sales. [Digital Commerce 360]

6. 29% of gift card buyers said they would choose gift cards for restaurants.

Restaurant and hospitality businesses benefit greatly from gift card sales as many gift card purchasers say they would choose gift cards for restaurants in 2020. [National Retail Federation]

7. Clothes, accessories and toys are purchased by consumers during the holiday season the most.

According to a survey conducted by Deloitte, 74% of shoppers planned on buying clothing, accessories and toys for the holidays. [Deloitte]

8. E-commerce retailers saw the greatest revenue increase during 2020 holiday sales.

Online retailers saw the greatest increase in total sales during the holiday shopping season in 2020 with an overall gain of +23.9% – a trend that is expected to continue. [NRF]

9. When buying for themselves most shoppers go for food or liquor.

The comfort of food and spirits are what shoppers look to if they are looking to treat themselves during the holidays. Percentage totals for liquor and food were 33% and 30%, respectively, in 2020 among shoppers purchasing items for themselves. [Deloitte]

10. 79% of shoppers waited until mid-December to start buying gifts in 2020.

Optimism for the near future – 79% of holiday shoppers procrastinated and waited until mid-December in 2020 to purchase gifts. If sales are lagging, there is still time for purchasing by customers to increase during the holiday shopping season. [PR Newswire]

The 2020 holiday shopping season saw a rise in new obstacles with COVID-19 and pandemic restrictions, but 2021 had many of its own. As compared to 2019’s Black Friday, the two years that have followed have been encumbered by National labor shortages, global supply chain constraints and the emergence of a new COVID variant in omicron. All of which added up to another intriguing and unpredictable Black Friday.

Here are some interesting about Black Friday 2021 that you probably didn’t know.

Online Sales

Online sales reached $8.9 billion, slightly behind 2020 levels. [Adobe Analytics]

The $8.9 billion reached on Black Friday slightly trailed the $9 billion mark of 2020. According to Adobe Analytics, the number was on the low end of their predictions. Thanksgiving Day online sales also flat-lined at $5.1 billion marking the first time both days failed to boost year-over-year consumer spending.

In-Store Traffic

Physical store traffic rose significantly, but was still well below pre-pandemic levels. [RetailNext – Sensormatic Solutions]

Some customers reported long lines and extended wait times at stores while others reported malls with few people. The mixed reports accounts for why data from RetailNext showed traffic at brick-and-mortar stores increased by 61% from 2020 Black Friday, but was still 27% below pre-pandemic levels in 2019.

Sensormatic Solutions, another company that tracks in store traffic reported a 48% gain over 2020, but rates were 28% lower from 2019.

Customers Shopped Strategically

According to analysts, the data points to a shifting trend among consumers as they begin purchasing their gifts earlier or in store amid the supply chain crisis.

National labor shortages, global supply chain constraints and warehouse deficiencies have all combined to make a unique problem for retailers, logistic companies and consumers. Customers tend to be well informed on such issues and take great interest in making sure they get their purchased items in time for holiday celebrations. This could account for the increase in customers taking advantage of sales that have been provided to retailers since October, ordering earlier to avoid delays and in person shopping.

Buy-Now-Pay-Later

BNPL rates increased significantly this holiday shopping season

BNPL services such as Klarna and Afterpay have been on the rise in recent months and several major retailers have implemented option check-out both in store and online. Total BNPL spend and volume for November is up 422% and 438%, respectively since 2019. [Adobe Analytics]

Browsing on Smartphones

Mobile shopping hits a wall

44.4% of online sales were completed through mobile shopping on Black Friday, an increase of 10.4% year-over-year. However, customers prefer browsing deals on their mobile devices before ultimately making their purchase on desktop. Mobile shopping had been expected to surpass 50% of total online sales for years, but that trajectory has since been knocked off course.  Mobile browsing accounted for 62.2% visits compared to desktop, an increase of 2.2% since 2020. [Adobe Analytics]

Curbside Pickup

Curbside pickup continues to thrive

As pandemic restrictions have eased some of the pandemic-era shopping habits have decreased, but curbside pickup continues to thrive. Curbside pickup was used in 20% of all online orders. November curbside services were shown to be up 78% from pre-pandemic levels in 2019. [Adobe Analytics]

Top Cyber Monday Sellers

• Toys: Hot Wheels, Nerf toys, Baby Alive, Paw Patrol, Squeakee toys and Tamagotchi Pix
• Video Games: Just Dance 2022, Mario Party Superstars, Spider Man: Miles Morales, FIFA 22, Metroid Dread
• Electronics: AirPods, Apple Watches, Apple Pencils, laptops (HP, Lenovo and Dell), Nintendo Switch and Switch Lite, Xbox Series S, Oculus Quest 2, TVs (Sony and Samsung) [Adobe Analytics]

Need Even More Tips?

We’ve got you covered with the only guide you’ll ever need to help manage, prevent and reduce returns. Learn what the pros do by reading our Ultimate Guide to Black Friday and Cyber Monday.

Let’s look at these key holiday sales statistics, so you can be ready for the most wonderful time of the year.

Holiday Sales Will Grow at Least 3.6%

We’re starting with the best news and that’s holiday sales (defined as sales made in November and December) growing between 3.6% and 5.2% year-over-year. Don’t be let down by these single-digit numbers—the jump pushes sales totals to anywhere between $755.3 billion and $766.7 billion. What’s more, the higher end of that range outpaces growth between 2018 and 2019 (4%, to total $729.1 billion) as well as the growth average over the last five years (3.5%). Each year’s festivities outdo those from the year before, which is especially needed in a year like this one.

Ecommerce Is Set to Jump 35%

It’s been at least six months since consumers made the shift toward shopping online, and ecommerce is still going strong. Even with brick-and-mortar stores reopening, there is a greater preference for virtual holiday shopping than ever before. EMarketer predicts a 35.8% jump in online purchases from 2019, bringing ecommerce spending totals to $190.47 billion. This will offset the decline seen in the brick-and-mortar category.

The “Cyber Five” Captures 20% of Holiday Sales

Several pandemic-related factors are already impacting this year’s holiday shopping timeline. For starters, Amazon’s Prime Day was delayed from July to October and gave consumers an opportunity to make some (if not all) of their gift purchases well before the “official” start of the holiday season. Additionally, retailers have been launching their holiday promotions earlier and earlier each year—first to compete with Black Friday deals and now to spread out demand. Offering discounts throughout November and December tempers the Black Friday rush and keeps shoppers from crowding stores during a time when social distancing is crucial. What’s more, it also protects supply chains from being overwhelmed.

All these factors have moved the holiday shopping timeline up considerably and has placed emphasis on the Cyber Five—the period from Thanksgiving Day through Cyber Monday. This weekend’s slice of the holiday ecommerce pie grows each year, and it’s expected to capture 20.5% this year. By Cyber Monday, expect sales to total a healthy $39.1 billion.

Experts Forecast Thanksgiving Sales to Rise 49%

The Cyber Five will only see a slightly larger slice of the holiday sales pie, but each day is forecasted to break its own records. Thanksgiving sales will dramatically rise by 49.5% to reach $6.18 billion, despite several retailers being closed. Experts predict it will be a strong day for “couch commerce” with consumers shopping on their mobile devices.

Did you miss our roundup of must-know Thanksgiving ecommerce statistics for 2020? Here are the CliffsNotes:

• Shoppers spent a whopping $4.2 billion on Thanksgiving last year.
• Average order value is roughly $140.
• Desktop conversion rates soar to 6.4%, followed by tablets (5.5%) and mobile (3.2%).
• Mobile orders comprise 45% of Thanksgiving sales.
• Nearly one-quarter (24%) of Thanksgiving sales are contributed to paid search ads.
• Turkey Day is a huge sales day, giving small businesses a 61% sales lift.
• 49 million American shoppers bought online last Thanksgiving.

Black Friday Will Have its First $10 Billion Spending Day

The second day in the Cyber Five, Black Friday is set to have its first $10 billion spending day in 2020. This is a 39.4% increase year-over-year, even as the deals have gotten hotter with retailers attempting to capture more market share. However, this doesn’t mean you can abandon your promotions. Aim for a 20% or larger discount and add some pizzazz to your site, so you can capture consumers’ attention.

42% of Consumers Started Shopping Early this Year

According to recent research from the NRF, 42% of consumers began their holiday shopping early this year. Of those surveyed in early November, 59% had already made at least one purchase (up 21% from 2010), but there was plenty more shopping yet to do. Respondents had only completed 26% of their holiday shopping, on average.

Why are so many people shopping early? Unsurprisingly, health and safety is a top concern for both retailers and consumers. Both brick-and-mortar and online retailers have responded by offering promotions ahead of the traditional Black Friday doorbusters, which shoppers have gladly welcomed. For those that have been to a physical store, 70% have been satisfied with the precautions, and 69% have been able to find all or most of what they were looking for. For those shopping online, a large majority (84%) are confident their gifts will arrive on time.

FedEx Expects to Deliver 7 Million Packages Per Day

Though the upswing of ecommerce is great news for online sellers, it’s a nightmare for shipping companies that are struggling to keep up with demand. In fact, FedEx CMO Brie Carere said the carrier has experienced Black Friday/Cyber Monday level shipping volumes nearly every day since March.

Popular carriers like FedEx, UPS, USPS and others are already under strain, so they’re eyeing the holidays with dread. FedEx in particular expects to deliver more than 7 million packages per day, and total holiday deliveries across all carriers will skyrocket upwards of 700 million. Data from Salesforce shows these volumes are roughly 5% more than what our current shipping system can handle.

E-tailers are preparing for “Shipageddon” by running holiday promotions in advance, shipping early to create a buffer and setting cutoff dates for customers. If you haven’t done so already, get your ship together for your online store.

It’s Peak Ecommerce Returns Season

As every e-tailer knows, with increased sales comes increased returns. It’s a reality of selling online, and it’s best to embrace the returns. We talk a lot about how ecommerce returns can increase customer loyalty, longevity and overall satisfaction, but that’s a topic for another time.

What you need to know for the holidays is that it’s peak returns season. Gifts might not work out for one reason or another, and buyer’s remorse sets in once the magic of the season has faded away. While you can’t avoid returns altogether, using these strategies can reduce the total number.

1. Beef up your product descriptions. The main drawback of online shopping is not getting to see, feel or experience a product before buying it. Bridge the gap with in-depth product descriptions that tell shoppers everything they need to know. They’ll feel more confident in their purchases, and you’ll reap the rewards of fewer refunds to issue.
2. Add high-res photos and videos. A picture is worth a thousand words, so a full gallery of photos and videos on your product pages is priceless. Show multiple angles of your products (and multiple body types if you sell clothing) and take a video of your product in use.
3. Offer reviews and Q&A. Though you could sing the praises of your products all day long, consumers are less likely to trust the messaging of a brand than the reviews of other real customers. Add a reviews function to your product pages for social proof and let verified buyers answer questions for curious shoppers.

Ready to take advantage of the returns rush and make those second-chance sales? Add hassle-free automated returns to your site today!

Take Advantage of the Increased Demand

It’s shaping up to be a holiday season unlike any other, but ecommerce sellers have a massive opportunity to take advantage of the increased consumer demand and the newfound familiarity with online shopping. Get ready for the rush by following this checklist:

• Review your site. Did you know that site speed, ease of use, navigation simplicity and other elements of your site directly impact your conversion rate? Make sure your site is intuitive, so your customers can have a frictionless shopping experience.
• Solidify your seasonal staff. The holiday season can quickly turn into chaos if you’re short staffed, so hiring and training a solid team is imperative to avoiding disaster.
• Manage your inventory. You’ve ordered extra inventory for the holidays, and you’re prepared for a higher order volume. Double check that it’s all entered into your inventory management system, so you can maintain accuracy throughout the season.
• Launch automations. Automation facilitates greater productivity by handling busywork, and what better time to streamline workflows than during the holidays? Whether you’re automating shipping, ecommerce returns or another pain point, launch early to avoid any hiccups.

Need even more tips? Don’t miss our guide to Cyber Monday for online retailers.

In response, e-tailers offer a cornucopia of limited time sales, discounts and other incentives to make purchases now, rather than waiting for Cyber Monday.

Thanksgiving is now an online shopping event all on its own, and it’s approaching quickly. E-tailers, are you ready? Get prepared with these need-to-know Thanksgiving ecommerce statistics for 2020.    

Ecommerce in 2020

2020 has been a key year for ecommerce despite the disruptions in supply chain activities. Store closures and local guidelines kept consumers at home throughout the spring, and they developed the habit of ordering items online. 

Most shoppers use the internet because it’s convenient, and it allows them to continue to avoid public places if they have concerns about crowds. This has all impacted ecommerce in a big way, resulting in an unprecedented spike in ecommerce sales as the world goes to online orders and local delivery in the wake of a pandemic. 

Take a look at these Thanksgiving ecommerce statistics to see what we mean:

• 95% of purchases are expected to be made online by 2040. 
• Ecommerce sales will total $4.13 trillion this year.
• 51% of online shoppers are checking out on their mobile devices.
• Mobile commerce will comprise 72.9% of market share by 2021.
• 33% of shoppers buy online at least once per week.
• US consumers spend $1,800 online per year, on average.
• 58% like to shop online because the internet is available 24/7.

Local Stores Are Closed on Thanksgiving

In years past, retailers have opened their doors late on Thanksgiving to kick start their Black Friday shopping events.

There have always been criticisms of this tradition, but it was a staple of the holiday shopping season. Shoppers were able to get a jump on their gift purchases while saving money at the same time. Retailers got the chance to attract shoppers before the competition did. It was a system that worked well for both parties, but it may see its end this year. Many brick-and-mortar stores have announced they will be closed on Thanksgiving day. 

The announcements came as a response to the coronavirus pandemic, though many businesses have said that the holiday is also a chance to give staff some time off.

Here are some of the retailers closing their doors for Turkey Day:

• Best Buy
• JCPenny
• Kohl’s 
• Sam’s Club
• Target
• Walmart

More stores—Costco, Lowe’s and Petsmart, to name a few—are typically closed on Thanksgiving and will likely continue that trend. With so many businesses closed for the day, this is the time for e-tailers to shine because the interent is always open for business.

Thanksgiving Sales Surpass the $4 Billion Mark

A study by Adobe Analytics data revealed 2019 to be the year where Thanksgiving day sales surpassed the milestone $4 billion mark and landed at a whopping total of $4.2 billion. It was a 14.5% increase year-over-year from the $3.7 billion online shoppers spent in 2018. Per Salesforce, this grew global digital revenue by 24% to $20 billion that year. 

E-tailers used strategies like early access to sales, flexible fulfillment options and BOPUS (Buy Online; Pickup In-Store), if available, to generate roughly three times their revenue from Thanksgiving the year before. 

Considering the pace of online spending thus far in 2020, we expect this year’s Thanksgiving to be just as plentiful for e-tailers. The holiday shopping season is approaching at breakneck speed, so now is the time to implement new strategies and ideas.

Average Order Value Is Roughly $140

High average order values are every e-tailer’s dream come true. Each shopper spending more at checkout quickly adds up and supercharges your bottom line. Over the Thanksgiving to Cyber Monday weekend, BigCommerce reported AOVs of $140. The fun doesn’t stop there. Average order value over the entire holiday season rang in at $132 last year, meaning weeks and weeks of big spending. 

Are you doing everything you can in your online store to maximize your customers’ average order values? These are some proven methods to give AOV a major boost:

• Set a free shipping threshold
• Highlight higher priced items
• Recommend related items
• Provide product bundles
• Offer discounts with minimum spend
• Speed up your site
• Switch up your shipping policy
• Hold flash sales
• Add a post-purchase discounted upsell
• Launch a loyalty program
• Offer hassle-free returns

For a more detailed breakdown, don’t miss our related guide: 11 Methods You Can Use to Increase Average Order Value.

Conversion Rates Soar to 6.4%

Ecommerce isn’t exactly known for high conversion rates. It’s a competitive space with e-tailers jockeying for shoppers’ attention. They then nurture them through nearly a dozen touch points before they make a purchase. Online sellers have to completely optimize the customer journey, and even then, lot of optimization is required to improve conversion rates to really make their end of quarter numbers stand out.

However, here’s something to be thankful for: Conversion rates soar during the Thanksgiving to Cyber Monday weekend, hitting a peak of 6.4% on desktop, per Statista.

Other devices’ conversion rates aren’t too shabby, either. Recent reports find that 3.2% of mobile shoppers convert, as do 5.5% of those using tablets. Overall, the holiday shopping season sees an average 4.7% conversion rate for online sales. It’s the most wonderful time of the year, indeed. 

Right now is when you need to revamp your site so you can take advantage of shoppers’ festive spirits and hit those conversion rate peaks. Here are some ideas:

• Implement free shipping & hassle-free returns
• Offer a price-match guarantee
• Enhance customer support with chatbots/live chat
• Feature product videos and convert more often
• Add verified product reviews
• Use digital coupon codes
• Get social!  

Need even more tips to help you boost your ecommerce conversion rates? We have a guide for that, too: 7 of the Best Ecommerce Optimization Tips You’ll Ever Learn.

Mobile Orders Take (Almost) Half the Pie

No, we don’t mean the pumpkin pie. Adobe found 45% of online Thanksgiving sales were made by mobile shoppers last year, which is a huge 25% jump on 2018’s numbers.

It’s even more impressive if you take a look at the entire holiday season—you’ll see mobile shopping was up 30% last year. Shoppers are also using their mobile devices more to browse, evidenced by the 63% of ecommerce website traffic that came from smartphones.

As we’ve been seeing over the last few years, mobile commerce is truly a force to be reckoned with. eMarketer projected half of all online sales to be made via smartphone as early as next year, which translates to $3.2 trillion. 

You know the drill by now. Check out the latest scoop on the mobile commerce revolution here.

Paid Search Drives 24% of Purchases

When you’re looking to market your Thanksgiving sales, start with paid search. It was the number one sales driver last year at 24%, followed by direct traffic at 21% and organic search at 19%. 

Don’t write off your tried and true marketing tactics, though. Email still drove 16% of sales last holiday season, up 9% from 2018. We’ve said time and time again that email marketing is cool again… especially during the holidays when you can send festive messages to your customers and prospects. 

The surprising statistic about purchase drivers is that social media only contributed to 2.6% of online sales. Given the rise of social commerce and influencer marketing, this was expected to be a greater share. E-tailers who don’t already see exceptional ROI from their social media marketing are free to focus on other strategies to drive Thanksgiving sales. 

Thanksgiving Marks a 244% Rise in Sales

Per Adobe, “ecommerce giants” with annual revenues over $1 billion saw a massive 244% rise in sales last year, and smaller retailers still saw a 61% lift.

This is likely because the giants have flexible fulfillment options in place and can offer services like BOPUS (buy online, pick up in store) and curbside pickup.

The data backs it up: Adobe also found that 61% of online shoppers plan to utilize same-day shipping and/or pickup options. 

$1 Billion in Sales Earned Daily in November

Adobe’s data revealed a staggering statistic: Each day in November prior to Thanksgiving surpassed $1 billion in online sales, and some days even reached $2 billion. The ubiquity of mobile devices and the availability of earlier sales have driven consumers to start their holiday shopping sooner than Black Friday. This boosts Thanksgiving sales, but it also makes November as a whole a busy month for e-tailers. 

December is even busier, according to the report. Average daily sales totaled $2.3 billion last year, with the exception of $850 million on Christmas Eve.

189.9 Million Americans Will be Shopping

Last year broke records, according to almost CNN (and every other media outlet reporting on the subject matter). Nearly 190 million Americans shopped between Thanksgiving and Cyber Monday in 2019, up 14% from 165.8 million shoppers the year before. 

Though 37.8 million Thanksgiving shoppers visited stores last year, we probably won’t see that many at brick-and-mortar locations this season. Instead, it’s likely that there will be far more online shoppers in 2020, which will outstrip the 49 million reported last year.

Free Shipping Convinces Hesitant Shoppers

Yet another reason to implement free shipping in your online store: It convinces hesitant shoppers to purchase items they were unsure about.

• Roughly half (49%) of shoppers cited free shipping as the deciding factor to follow through with a purchase, up 7% from the year before.
• Other key factors were availability of BOPUS (20%, up from 15% in 2018), limited time sales (36%) and user-friendly websites (21%).   

2020 Holiday Shopping Predictions

In terms of holiday shopping, Thanksgiving is just the beginning. It’s followed by the shopping extravaganza that is Black Friday and its ecommerce counterpart, Cyber Monday.

As we’ve seen, this is a massive weekend for e-tailers because of the trend toward extended sales and catering to the early shoppers. There’s then a blitz that largely lasts through December as consumers buy gifts for their loved ones (and themselves) to celebrate the holidays.   

It’s never too early to look ahead, especially toward the busiest time of year. Let’s take a look at some predictions for this holiday season. 

• Spend will increase: Back in February, eMarketer reported a 3.4% increase in retail spending, which would bring the total to $1.04 trillion. The intelligence hub sees an even brighter future for ecommerce. Online spend is predicted to increase by 13.9% to $156.69 billion. This means huge potential growth for your online store on Thanksgiving and beyond. 
• Consumers have a negative outlook: Last year’s consumer sentiment report by Deloitte revealed that even pre-pandemic, shoppers were concerned about the financial landscape in 2020. Specifically, 44% expected a weaker economy. This year was full of economic challenges, but consumers have already proven they are willing to shop online. The trend is expected to continue into the holiday season. 
• Most shoppers will spend the same or more: Deloitte also discovered 80% of shoppers plan to spend the same amount or more on holiday purchases in 2020. Of the 20% that plan to spend less, 9% are prioritizing saving over spending, 8% are focusing on debt and 7% are handling home troubles. 
• The pandemic may provide a boost: The jury’s still out on this one, but Think Tanks anticipate the coronavirus pandemic to drive more online sales throughout the holidays. (Others believe the impact won’t be felt until 2021.) Ecommerce behemoths like Amazon will reap the greatest rewards, but a boost to the entire e-tail industry benefits even the smallest businesses.

Ecommerce Holidays in 2020

Thanksgiving isn’t the only shopping holiday coming up. Here’s a quick look at some important dates to get you prepared for the upcoming season:

• Columbus Day / Indigenous People’s Day: October 12. Also known as “Be Prepared Day,” this is when you’ll see online orders pick up slightly.
• Halloween: October 31. Offering spooky good deals on Halloween can kick start your busy season, and shoppers will be on the lookout.  
• Veterans’ Day: November 11. This federal holiday is observed by many companies, and down time leads to online shopping.
• Black Friday: November 27.
• Cyber Monday: November 30.

Need even more tips? Read our related post: The Ultimate Guide to Cyber Monday and Black Friday. Or glean some tips from the infographic below.

As seasoned sellers know, there is plenty of time to bounce back in Q4—some bring in most of the year’s revenue during the last three months of the year. This means summer should be spent preparing for the months ahead, including getting an idea of what’s to come.

Cyber Monday falls on November 30th this year, so it will be a shortened holiday shopping season just like it was in 2019. The trends we saw from 2019’s Cyber Monday and Black Friday will likely continue, but 2020 is full of surprises. Consider this your guide to this year’s biggest online shopping event full of statistics on Cyber Monday, need-to-know data and predictions.

Read on to learn more.

Cyber Monday’s History

Per Business Dictionary, Cyber Monday “refers to the first Monday following the Thanksgiving Holiday weekend and is considered a prime shopping day for online shoppers and retailers. Following Black Friday, retailers offer a number of specials that are only available to online shoppers.” Put simply, Cyber Monday is ecommerce’s answer to Black Friday, but what is its origin story?

In the early 2000s, the National Retail Federation noticed a trend: Ecommerce traffic and revenue was spiking year after year specifically on the Monday following Black Friday. The organization hypothesized that consumers were taking advantage of being back at work with faster Internet and fewer children trying to see which gifts they’d be receiving during the holidays. “Black Monday” and “Blue Monday” were both suggested as terms, the former to match Black Friday and the latter to reference blue hyperlinks, but neither one stuck.

It was Ellen Davis, NRF senior vice president of research and strategic initiatives, who coined “Cyber Monday” in 2005 and sent out a press release about it just before Thanksgiving of that year. In response to the publicity, online sales rose 26% year-over-year. It was certainly a popular day to shop online, but it didn’t quite live up to the hype of “The Biggest Online Shopping Day of the Year” until 2014. Cyber Monday that year saw $2 billion in sales, and it has only grown since then.

Looking Back to Black Friday & Cyber Monday 2019

We predicted in our 2018 Black Friday and Cyber Monday guide that the 2019 event would shatter records, and we were absolutely correct. Each year has blown the previous one out of the water, and 2020 will be no different. For now, however, let’s slow down and take a closer look at last year’s shopping holiday—which was only seven months ago, even though it feels like it’s been far longer.

For starters, shoppers spent a whopping $9.4 billion on Cyber Monday 2019, which outpaced even the $7.4 billion that was spent on Black Friday just days before. This is a 15% increase from total spend the year before, bringing up Cyber Week’s total revenue growth share to 18% year-over-year. Nearly one-third (31%) of customers cited Cyber Monday as their top discount day, which is what compelled them to spend more.

As far as what they were buying, it only takes looking at Amazon reports to get a decent idea. Amazon is by far the largest online retailer, outstripping the competition every single time. The ecommerce behemoth did not disclose numbers, but they did report that Cyber Monday 2019 was the company’s biggest shopping day in history with customers buying “millions” of Amazon-branded devices and “hundreds of millions” of other items available in the marketplace.

Their data matches what Adobe Analytics reported as the most popular items last year. L.O.L. Surprise dolls and Frozen 2 toys top the list, coinciding with the November film release. Consumer technology took the other top five spots for Cyber Monday shopping: Nintendo Switch, VR devices and Samsung TVs. 2020 will see plenty of deals on devices, as is true every year, but e-tailers should be prepared for some surprise products that sell big.

Is Your Store Ready for This Year?

As summer is now in full swing, most e-tailers are looking ahead to the fall and, even more so, to the holiday shopping season. Black Friday and Cyber Monday act as the “official” weekend kick-off event, and it sees at least 108 million consumers shopping online throughout.

The largest online retailers spend months (or even the whole year) preparing for Cyber Monday because of the insane rush of web traffic and total spend they see on this ever-popular shopping holiday, so it’s in your best interest to start your prep work early, too.

Here are five ways to get your online store ready ahead of time:

1. Analyze Your Position and Set Goals: Take an honest look at where your business is right now. Have you optimized your website for maximum conversions? Have you tested its performance, so it runs quickly, reducing your chances of cart abandonment?

What does your social media following look like, and could it be better? There are so many questions to ask yourself to identify areas of improvement, which you can then turn into actionable goals.

2. Offer Discounts That Stand Out: Black Friday and Cyber Monday shoppers in 2020 aren’t going to be wowed with a 15% discount. Nowadays, 20% is the bare minimum, but conversely, it’s easy to stand out and add value to the customer’s purchase.

E-tailers can offer free gifts with purchase based on different spending thresholds, for example, or include a promo code for 10% off a future purchase in every order (recent promo code statistics have found that using promo codes increases average order value and conversion rates across the board).

Doorbusters are another top performer this time of year and can attract the early waves of shoppers before your competitors get to them first.

3. Improve the Customer Experience: Have you mapped out your customer journey yet? Shoppers interact with multiple brand touchpoints before, during and after making a purchase, and each touchpoint should be a guide that leads to a sale.

Make sure your customer journey aligns with your product offerings so there is a smooth, natural progression from prospect to customer. This will keep them engaged and ultimately leave them more satisfied with their purchases and likely to come back for more.     

4. Speed Up Your Checkout: Streamlined checkout captures customers because they don’t have time to think about what they’re buying. Holiday shoppers are willing to visit dozens of sites to look for the best deal, so if you want to lock them in before they shop with a competitor, you must do it quickly.

Offer guest checkout or social login (“Log In With Facebook” seems to be the most popular) and multiple payment options so shoppers can place their orders with just a few clicks. They’ll be impressed with the efficiency and studies prove that increased checkout speeds improve conversions across the board.

5. Take Advantage of Email: You don’t have to give away any surprises, but some email teasers about your Black Friday and Cyber Monday deals can go a long way. Start a few weeks in advance and let your email list know of any doorbusters or extra-appealing deals that will stop them in their tracks. Then, follow-up the night before and again on the day of the events.

You can even send a thankyou email following Cyber Monday, perhaps with a discount code or an exclusive invite to a future flash sale. There are many ways to get consumers engaged before and after the shopping weekend. You just must be tactical with your email marketing strategy to get the engagement and response you’re seeking.

Online Shopping Is More Popular than Ever

Perhaps the biggest trend to arise during the Black Friday/Cyber Monday 2019 weekend is the prominence of online shopping during this traditionally in-person promotion. It’s no longer a factor of the conversation but rather the centerpiece of it.

The numbers don’t lie. Ecommerce is now bigger than ever, clocking in at an industry total of $3.5 trillion with further projected growth in the years to come. Online shopping helps consumers find the best prices, avoid crowds, save time and so much more, so it’s no surprise it has become so popular that half of consumers prefer it to buying in-store.

This highlights the importance of preparing your online store for the Black Friday/Cyber Monday rush. Even though Cyber Monday is the ecommerce-focused shopping holiday, you can capitalize on the entire weekend by starting your promotions early. Consider this: U.S. shoppers spent more than $5 billion online in the first 24 hours of the BFCM weekend last year. That’s nothing to scoff at.

More statistics from the 2019 weekend are quite telling:

• 58 million consumers shopped online, compared to 51 million who ventured into a store.
• 190 million Americans made at least one purchase over the three-day period.
• Black Friday saw $7.4 billion in online sales.
• Cyber Monday’s sales totaled $9.4 billion.

Cyber Monday might not get the same marketing push in the retail world as Black Friday does, but it’s a major opportunity for e-tailers all the same. Online shoppers’ wallets are open, so all you must do is get their attention to score big in 2020.

Mobile’s Rise to BFCM Prominence

Another major trend that defined the 2019 Cyber Monday weekend was the popularity of mobile shopping. Shoppers spent more than $3 billion via their mobile phones, proving they’re comfortable with making purchases from their preferred devices and are swayed by the convenience factor.

Also, the numbers show that purchases are being made in-store less often than in the past. Mobile sales increased by 35% for Black Friday. Cyber Monday, being ecommerce focused, still saw a 16% increase in mobile sales. In total, mobile purchases comprised nearly half (49%) of all orders—a trend that’s bound to continue in 2020 as shoppers became more comfortable with buying items online during stay-at-home orders.

Webrooming & Showrooming

Two major ecommerce shopping trends have made their way into the practices and strategy of savvy Cyber Monday shoppers: Webrooming and showrooming.

Showrooming is visiting a brick-and-mortar store to try on, touch, test or otherwise experience a product before leaving to buy it online. On the other hand, Webrooming is showrooming in reverse—all the research is done online, but the final purchase is made in a physical store.

Last year, 88% of shoppers webroomed during the holiday season, while 76% showroomed. Consider that the bulk of holiday shopping begins right after Thanksgiving, and you can easily see how these trends drive a ton of sales over the Black Friday/Cyber Monday weekend.

Black Friday and Cyber Monday present the perfect opportunity for shoppers looking to save. Webroomers can log on and determine which store has the best deal for the product they want and then head to that store on Black Friday to take advantage of those low prices. On the flipside, consumers can use Black Friday to scope out what all is being offered in stores and then bide their time for Cyber Monday to take advantage of the deep discounts.

The #ReturnsHappen Factor

The joke goes that holiday shopping is an equal split between consumers shopping for others and shopping for themselves. Why wouldn’t they? Deals are everywhere, making it fiscally responsible to buy while the price tags are low rather than after the holidays when pricing is back to normal.

However, the one drawback for some of these shoppers is buyer’s remorse. Once the frenzy of Black Friday and Cyber Monday have died down, shoppers are left with items they thought they needed or wanted but later realize was not the case. They were simply swept up in the rush and end up returning up to 44% of their orders. For context, the average ecommerce return rate is 33%.

That rate translates to millions of packages. USPS alone carried 1.4 million return parcels last year, and another 4.5 million were carried by UPS and FedEx. We predict that once the 2020 holiday season wraps up, buyer’s remorse will kick in, and 7 million orders (or more) will be returned.

Predictions for Cyber Monday 2020

Technology: If Cyber Monday 2020 is anything like last year’s shopping holiday, the hot commodity will be technology items. Both the PlayStation 5 and the Xbox Series X next-generation video game consoles will be available by the time November rolls around, so prices of the older models will surely drop in response. Apple AirPods are in a similar situation with AirPods Pro being the newest version, unseating AirPods Classic. Other data points to a continued popularity of appliances (InstantPot specifically), TVs and laptops.

Flash Deals: Low prices aren’t relegated to certain days anymore. E-tailers can start offering deals any time before, during or after the Cyber Weekend and set time limits on each discount. Shoppers need to be nimble so they can pounce on these deals at the optimal time, whether that’s on Thanksgiving day or in the final hours of Cyber Monday.

Most Wanted Items: As Cyber Monday only gets bigger, more online retailers want to get in on the event. Last year, there was fierce competition between Amazon, Walmart, Target, B&H Photo and Best Buy on items that consumers want to buy. Savvy shoppers will keep a close eye on multiple stores before making a purchase and striking while the iron is hot. Even non-tech sellers are warming up to the idea of discount days, and other categories like beauty and apparel will see price slashes while shoppers’ wallets are already open.

With the holiday shopping season just around the corner, and in lieu of the fact that online shopping has increased 500% or more during the past 7 months, with new features like contact-less delivery being made available, expect this year’s Cyber Monday and Black Friday to set new all-time records. The more prepared you are in advance, the likelier it will be that you can cash on this windfall of what’s shaping up to be record-setting sales.

Need even more tips?

Take a look at our related guide: The Ultimate Guide to Cyber Monday & Black Friday

Or glean some facts about Cyber Monday and Black Friday from the infographic below.