Online holiday shopping’s ‘golden hours’


Amazon fulfillment centers will be busy this holiday season. (Photo by Matt Cardy/Getty Images)

Adobe Analytics annual holiday online sales forecast predicts it will hit an all-time high of $143.7 billion this season, up 14.1% over last year.

The report also forecasts for the first time ever, every day during the November/December shopping season will top $1 billion in online sales.

Cyber Monday, Dec. 2 this year, will again be the biggest online shopping day, totaling $9.4 billion, followed by Black Friday, Nov. 29 this year, at $7.5 billion, and Thanksgiving Day, at $4.4 billion.

Adobe Analytics reports the strongest Cyber Monday window for online shopping, the “Golden Hours of Retail,” are from 7 p.m. to 11 p.m., accounting for 30% of all Cyber Monday sales.

During the “golden hours,” the number of people who purchase items doubles.

A fairly new retail industry acronym, BOPIS, or Buy Online Pick-Up In Store, will trend this season, according to Adobe Analytics. It says BOPIS purchases will increase 39% from last year.

Smartphones will account for 47% of overall holiday growth, and Americans will spend $14 billion more this season on their phones, Adobe predicts.

Here’s a look at how much people are predicted to spend, compared to other years. (Courtesy Adobe)
Jeff Clabaugh

Jeff Clabaugh has spent 20 years covering the Washington region's economy and financial markets for WTOP as part of a partnership with the Washington Business Journal, and officially joined the WTOP newsroom staff in January 2016.

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