Online prices will hit their lowest on Thanksgiving Day, according to Adobe's 2014 Digital Index Online Shopping Forecast for this year's holiday season. Record online sales of $1.35 billion are expected on this day, a 27 percent increase over last year's Thanksgiving sales.
"Consumers will be able to get the best deals this year if they shop online on Thanksgiving Day," said Brad Rencher, senior VP, digital marketing, Adobe. "Smartphones and tablets continue to drive more and more sales online, which will lead to new sales records on Thanksgiving Day, Black Friday and Cyber Monday. With over 30 cents on the dollar spent via mobile devices, Thanksgiving Day will surpass Black Friday as the most mobile shopping day ever recorded."
Cyber Monday sales are forecasted to be even higher, around $2.6 billion, an increase of 15 percent from 2013. And the biggest jump in sales from last year will be on Black Friday, up 28 percent to $2.48 billion.
The average discount on Thanksgiving Day is expected to be around 24 percent off. And the largest, single-day drop in prices, 5 percent, will occur from Sunday to Monday before Thanksgiving. Just after Cyber Monday, on Tuesday, online prices will begin to increase.
In-store, prices are expected to match online prices except in the cases of specific, in-store promotions on Black Friday and inventory clearance offers close to the holidays. Shoppers on Cyber Monday will come across "out of stock" messages five times as often as normal due to the increased demand and limited supply.
The two most important shopping months of the year, November and December will drive more than 27 percent of the annual online sales for U.S. retailers. In total, online holiday shopping is expected to be up 10 percent from last year. On average, consumers will spend $248 online during these two months, specifically $8 on Cyber Monday.
Thanksgiving will also be a big day for mobile shopping. As much as 31 percent of all online sales, $418 million, will be generated via smartphone or tablet, up 21 percent from last year. Mobile will also account for 26 percent of Black Friday sales and 20 percent of Cyber Monday sales.
According to research by Artisan Mobile, 91 percent of consumers intend to make a purchase through a mobile or tablet app this holiday season.
Earlier this week, FatWallet, a place to find online coupons and cash back deals, announced the launch of its 2014 Black Friday app. The idea behind the app is to save shoppers money by allowing them to choose to purchase immediately, for pre-Black Friday sales, or wait for Black Friday sales, Thanksgiving Day deals, Cyber Monday deals or December sales.
-See this Adobe press release
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