E-Commerce Drove Holiday Sales Growth in 2020
There are few surprises in store from Adobe Analytics’s final roundup.
· less than 3 min read
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Retail Brew delivers the latest retail industry news and insights surrounding marketing, DTC, and e-commerce to keep leaders and decision-makers up to date.
Retailers’ shelves are already overrun with Valentine’s Day merch. But Retail Brew couldn’t take down the garlands until we published a final recap of 2020 holiday sales results.
From retailers’ POV: E-commerce carried the team. Adobe Analytics reports that US online sales over the holiday season increased 32% year over year to $188+ billion. Digital options didn’t put retailers on an equal footing, however.
- Out in front: Target said comparable sales in November and December grew 17.2%, with strongest growth in home goods and electronics. Lululemon said it’s anticipating Q4 earnings to come in at the high end of its outlook.
- Falling behind: Abercrombie & Fitch still expects net sales declines. Urban Outfitters reported that holiday sales fell 8.4% and CEO Trish Donnelly will depart the company by the end of the month.
From shoppers’ POV: We’re going to need bigger sleighs next year. In a survey of 1,000+ US shoppers by delivery firm Convey…
- 41% said their biggest shopping hang-up was a shipping delay.
- Half said they abandoned their purchase after seeing the delivery window.
My takeaway: When Adobe Analytics’s holiday sales tracker comes out of hibernation in ten months, retailers need improved online fulfillment plans. Sales likely won't drift offline after a habit forming year.
Retail news that keeps industry pros in the know
Retail Brew delivers the latest retail industry news and insights surrounding marketing, DTC, and e-commerce to keep leaders and decision-makers up to date.