Adobe forecasts record $240.8 billion in holiday sales

240.8 billion dollars is the amount of spending planned by Adobe this season in the USA during holiday shopping, from 1^is November to December 31. A record figure galvanized by significant discounts (up to 30% off). This 8.4% year-over-year growth is expected to translate into massive purchases on mobile devices. A record $128.1 billion is expected, up 12.8% year-on-year. Note that the Buy Now, Pay Later (BNPL) payment method is expected to set new records this season, generating $18.5 billion in online spending (up 11.4% from the previous year ).

Electronics, clothing and furniture are doing well

Growth is notably supported by the categories of electronics (with $55.1 billion), clothing and furniture which will represent a total of $127.4 billion in spending this season, or more than half of total expenditure over the year-end period. A market boosted by social influencers who represent the fastest growing marketing lever, 7 to 10%. For the end-of-year holidays, the tendency of consumers, particularly Generation Z, to follow the purchasing recommendations of influencers, is therefore expected to intensify.

As for the use of generative AI tools, it is also expected to increase for holiday shopping. Indeed, traffic to retail sites initiated by chatbots powered by generative AI is expected to simply… double.

Finally, Adobe also forecasts growth in purchases on the French market, although this increase is expected to be slower compared to countries in the EMEA region.