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2019 holiday online consumer spending & 2020 e-commerce trends

2019 holiday online consumer spending & 2020 e-commerce trends
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Explore online consumer spending behavior from the 2019
holiday season to help you rise above your competition in 2020.

Read on or download the PDF.

Growth in holiday online sales

Mobile view of Image of chart showing statistics for Growth in holiday online sales: $4.21B Thanksgiving (14.5% YOY growth), $7.40B Black Friday (19.6% YOY Growth), $3.60B Small Business Saturday (18.0% YOY growth), $3.83B Sunday, Dec.1 (13.0% YOY growth), $9.42B Cyber Monday (19.7% YOY growth), $28.49B Total amount spent in e-commerce over the Cyber 5 shopping days
Image of chart showing statistics for Growth in holiday online sales: $4.21B Thanksgiving (14.5% YOY growth), $7.40B Black Friday (19.6% YOY Growth), $3.60B Small Business Saturday (18.0% YOY growth), $3.83B Sunday, Dec.1 (13.0% YOY growth), $9.42B Cyber Monday (19.7% YOY growth), $28.49B Total amount spent in e-commerce over the Cyber 5 shopping days
20 percent icon
20 percent icon

of the total 2019 holiday shopping season came from Cyber 5 shopping days.


Takeaways from 2019

USD icon
USD icon

total in e-commerce spending in November
and December2

Mobile phone icon
Mobile phone icon

of the total was from purchases made via smartphones2

Retail service icon
Retail service icon

of consumers buy more from stores that offer
free shipping3

Delivery icon
Delivery icon

of consumers listed free shipping as the most important deciding factor4


Six e-commerce business trends for 2020

Six e-commerce business trends for 2020

Desktop and shopping cart basket icons
Desktop and shopping cart basket icons

Owned channels

Over 1M businesses are moving marketing of their e-commerce business from paid channels (such as advertising) to owned channels (a company website, for instance) to gain independence and control over their messaging.5

User groups icon
User groups icon

Partnership channels

Retailers that collaborate with one or more complementary brands to accelerate growth and increase presence in new markets realized 28% of their revenue from the partnership(s).6

Shopping cart basket icon
Shopping cart basket icon

Friction-free e-commerce

Redesigning checkout processes (especially on mobile devices) so customers can find, select and pay for their purchases with as few clicks as possible, can increase the conversion rate of an average e-commerce shop by over 35%.7

Ship icon
Ship icon

Subscription boxes

Subscription-based companies are growing their revenues roughly 5X faster than S&P 500 revenues and U.S. retail sales by offering unique and convenient ways for consumers to engage with products.8

Profile and ship icons
Profile and ship icons

Personalized consumer experiences

93% of companies that incorporate personalization into the online shopping experience (such as recommending products based on prior purchases) experience an increase in conversion rates.9

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Recycle icon

Eco-friendly shipping

More and more Generation Z consumers are placing loyalty and dollars toward businesses that prioritize environmental issues and use sustainable packaging.10


Need more online business insights?

Make managing your online business easier with insights for digital marketing, custom boxes, e-commerce platforms, fulfillment, returns
and more.

Need more online business insights?

Make managing your online business easier with insights for digital marketing,
custom boxes, e-commerce platforms, fulfillment, returns and more.

1Young, Jessica, “Cyber 5 2019 analysis in charts,” Digital Commerce 360. Dec. 16, 2019.
2Clement, Douglas P., “U.S. Holiday Ecommerce a Record $142.5B, Up 13%; Every Day Over $1B,” Multichannel Merchant. January 2020.
3Saleh, Khalid, “How Free Shipping Influence Online Buying Decisions,” Invesp.
4Cassidy, Tabitha, “2019 ecommerce in review: consumer insights,” Digital Commerce 360. Dec. 23, 2019.
5McBride, Stephen, “Is This the Beginning of Amazon’s Meltdown?” Forbes. Jan. 2, 2020.
6“What’s the Channel Hotter Than Paid Search?” Partnership Cloud. 2019.
7“41 Cart Abandonment Rate Statistics,” Baymard Institute. Sept. 10, 2019.
8“The Subscription Economy Index,” Zuora. March 2019.
9Osman, Maddy, “Ecommerce Statistics for 2020 – Chatbots, Voice, Omni-Channel Marketing,” Kinsta. Jan. 29, 2020.
10“The Results are in: Sustainability is Critical for Consumer Brands,” CGS. 2020.