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Christmas Retail Smartphone

Over 12% of online Christmas sales in Europe to come from mobile, a 68% increase from last year

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By Jennifer Faull, Deputy Editor

November 5, 2013 | 2 min read

12.4 per cent of the total online sales during the 2013 Christmas season in Europe will come from mobile devices, a 68 per cent year-over-year increase.

According to Adobe’s Online Shopping Forecast, this growth in Europe greatly exceeds mobile holiday sales growth in the US.

Across the pond, mobile sales will equate to 14 per cent of the total online holiday sales but will only be a 40 per cent growth from the same November and December period last year.

However, for the US, Adobe expects consumers to spend more online during the holiday season, up 12 per cent from last year, with the largest online shopping day being 2 December.

Also known as Cyber Monday, sales that day are predicted to hit $2.27bn, up 15 per cent from 2012. Black Friday (November 29) is expected to pull in $1.6bn from online shoppers while Thanksgiving sales will be up 21 per cent to $1.1bn.

Meanwhile the highest grossing online shopping day in Europe is forecast one week later, 9 December, where online sales will be 2.18 times the 2013 average daily online sales. For the entire Christmas shopping season, Europe will see a 1.42 times increase in 2013 average daily online sales.

“The rapid growth in mobile shopping across Europe should be a very clear signal to retailers that a sound mobile strategy is not a luxury, but a vital part of their future success,” explained Mark Phibbs, vice president of EMEA marketing, Adobe. “And while tablets have certainly stolen the mobile spotlight and often generate three to five times more online sales for retailers than do smartphones, in every European country we analysed, retail transactions on smartphones are growing faster than retail transactions on tablets.”

He continued: “While this phenomenon is certainly aided by the recent introduction of smartphones with larger screens, it’s a reminder to retailers that a mobile strategy must include smartphones and not just tablets.”

The Adobe Digital Index report is based on the analysis of 450 billion visits over the last seven years to more than 2000 retail websites.

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