Adobe: 2018 US Holiday Shopping Sales Forecast Report

Online sales in the U.S. will grow 14.8% this year during the holiday shopping season to a new record of $124.1 billion, according to a new retail forecast, far outpacing the expected 2.7% growth in physical stores.

Adobe believes Cyber ​​Monday will be the biggest online shopping day of the year, predicting that Americans will spend $7.7 billion, up 17.6% from last year.

Peak hours of the day will be between 7pm and 10pm Pacific Time, and these "golden hours" will generate more revenue than the average full day in 2018.

Thanksgiving sales are also expected to rise 16.5% to $3.3 billion, while the day between Cyber ​​Monday and Christmas could bring retailers $284 million in revenue.

Additionally, one-fifth of spending during the holiday shopping season occurs between Thanksgiving and Cyber ​​Monday.

Clearly, the big winners will be those retailers that have physical locations in addition to their online presence, with conversion rates expected to be 28% higher than those that only offer online transactions.

Consumer surveys show that nearly half of Americans (47%) want to browse products they plan to buy online in-store, a number that grows to 58% among Millennials.

Meanwhile, smartphones remain the preferred choice for online shopping, accounting for 48.3% of visits and 27.2% of sales, and voice-assisted shopping is growing rapidly.

About one-fifth of consumers (21%) plan to reorder frequently purchased items via voice-activated devices, while another 17% plan to use a pickup online ordering service.

Finally, Adobe predicts the best days for consumers to look for discounts. Black Friday will be a good day for discounted electronics (33%) and TVs (22%), while toy buyers will check out Cyber ​​Monday deals (19%).

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