Holiday shopping records were broken as Americans purchased more than ever before from November 1 to December 24, 2017 (Manfredi, 2018). The increase of five percent over the previous year was the largest increase percentage wise since 2011 as the economy began to recover from the downfall of 2008-2011 (Manfredi, 2018).
As reported by Adobe Analytics, over 54% of all visits during the holidays came from either smartphones or tablets (Molla, 2017). This marks the first time ever that mobile devices were used more than desktop computers (Manfredi, 2018). As illustrated by the graphs, according to Google, the gap between making purchases on mobile versus desktop is closing.
This trend of increasing use of mobile phones and tablets has resulted in the increased mobile advertising spend for Google shopping, especially among retailers (Manfredi, 2018). Mobile shopping was anticipated to account for at least 34% of all online purchase revenues, 4% higher than the previous year (Molla, 2017). As online revenue increased to over $107.4 billion, mobile only increased its share that much more (Molla, 2017).
As the first quarter of 2018 is winding down, retailers especially should be planning and adjusting their strategies to include how to capitalize on the growing channel that is one of the most personal device, the mobile phone.
References:
Manfredi, R., (2018). 2017 Holiday shopping goes mobile. Retrieved February 14, 2018 from https://mgage.com/blog/2017-holiday-shopping-season-goes-mobile/
Molla, R., (2017). For the first time, more people will do their holiday shopping on mobile than desktop. Retreived February 14, 2018 from https://www.recode.net/2017/11/2/16582034/holiday-shopping-mobile-desktop-online-revenue-retail
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