As the pandemic continues to re-shape our workplaces and daily habits, its impact on holiday shopping is clear, too. Online spending is up, shoppers are prioritizing small business, and supply chain issues are not deterring anyone. Read on for a full look at the top trends defining 2021’s holiday shopping season.
Holiday Shopping 2021
Has COVID-19 impacted the way we shop, especially during the holiday season?
The answer is yes – even for local and small businesses.
The answer is yes – even for local and small businesses.
8.3% growth in retail sales during the 2020 holiday season (November through December).1
$209 billion spent on e-commerce and other non-store sales last holiday season, which was up 23.9%.2
25% of online orders were "buy online, pick-up in store" purchases during the 2020 holiday season.3
Consumers are expected to spend more than $86B online using their smartphones this holiday season, outgrowing the overall spend at +16.6% YoY.4
Online Spending Is Up for Small Businesses
56% of small business shoppers on Nov. 28 2020 made a purchase online, up from 43% in 2019.5
Over 50% of Americans who shopped small on Nov. 28 2020 said they supported a local business on social media.6
93% of U.S. shoppers say supporting small businesses this upcoming holiday season is more important than ever because of the pandemic.7
Improved mobile shopping experiences:
42% of small businesses have plans to build a mobile app.8
42% of small businesses have plans to build a mobile app.8
Early discounting:
52% of holiday shoppers took advantage of early holiday promotions in 2020.9
52% of holiday shoppers took advantage of early holiday promotions in 2020.9
Increased use of social media for sales:
77% of U.S. small businesses use social media to facilitate key business functions like sales and marketing.10
77% of U.S. small businesses use social media to facilitate key business functions like sales and marketing.10
More "buy online and pick up in store" options:
44% of top retailers with stores now offer curbside pick-up which increased from 6.9% before the pandemic.11
44% of top retailers with stores now offer curbside pick-up which increased from 6.9% before the pandemic.11
Contactless payment options gaining popularity:
83% of customers have used contactless payments in the last 12 months.12
83% of customers have used contactless payments in the last 12 months.12
Plan Ahead: Shipping Delays Expected
Storms coupled with a shortage of key materials have disrupted global supply chains, impacting products like:13
- Microchips, which are used in computers, phones and tablets.
- Magnets, that are used in toys and electronics.
- Clothing, due to factories shutting down from COVID-19.
What does this mean for holiday shopping? We may see an even bigger uptick for small and local businesses in 2021.
1,2 National Retail Federation (NRF),“NRF says 2020 Holiday Sales Grew8.3% Despite Pandemic.”
3 Adobe Analytics. “Five E-Commerce Trends for 2021: What We Learned From the 2020 Holiday Season.”
4 Adobe Analytics. “Adobe Holiday Shopping Forecast: Adobe Digital Insights 2021.”
5,6 American Express. “American Express’ 11th Annual Small Business Saturday® Reaches a Record High With an Estimated $19.8 Billion in Reported Spending.”
7 Intuit QuickBooks, “New Intuit QuickBooks Survey Reveals Increased Consumer Appetite to Shop Small This Holiday Season.”
8 PR Newswire, “42% of Small Businesses Plan to Build a Mobile App in the Future, Presenting a New Opportunity to Connect With Customers.”
9 National Retail Federation (NRF), “Holiday Shoppers Take Advantage of Early, Thanksgiving Weekend Deals.”
10 Score, “77 Percent of U.S. Small Businesses Use Social Media for Sales, Marketing and Customer Service.”
11 Digital Commerce 360, “Nearly 44% of Top 500 Retailers With Stores Now Offer Curbside Pickup.”
12 Raydiant, “State of Contactless Payments 2021 Report.”
13 Cnet, “Black Friday Shopping Might Be Too Late, Thanks to Shipping Delays.”
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