Adobe: 2021 Holiday Shopping Season Forecast Report

Adobe released its 2021 Holiday Shopping Season Predictions, with key findings including:

Record e-commerce demand expected to drive online holiday spending to $207 billion

• As online spending continues to rise, demand levels are about to surge, with online retail holiday season expected to exceed $200 billion for the first time.

Amid seasonal increases in demand, shortages are expected to persist, with some categories more severe than others.

• Out-of-stock notifications have remained high throughout 2021 and will remain a challenge throughout the selling season.

Inflation trends and demand levels weaken seasonal discounting among consumers

• The early discount trend will continue, but the strongest discounts will begin on Thanksgiving and Cyber ​​Monday.

Convenience recycling adoption will increase as consumers address shipping and logistics issues

• Convenience recycling will reach a peak during the holidays and promises to break new milestones during the last-minute holiday shopping sprint.

BNPL popularity reaches new heights as support grows

• Buy now, pay later (BNPL) is growing in popularity and being used for smaller orders. Usage is expected to increase as the holiday season approaches.

Top Products Driving Holiday Growth

• Toys, electronics, gift cards and books helped drive growth. Changes in e-commerce, logistics, cases and the economy will make for an interesting holiday season.
• Recent months have shown unprecedented high growth rates. The two-year growth rate in September and August was 22 percentage points, twice that of last year (11 percentage points).
• Shipping and logistics issues have always existed, and they are expected to get worse as the holiday season stretches out. Retailers and consumers will respond appropriately, but the interaction between their strategies will be the biggest uncertainty.

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