In 2024, the total Christmas e-commerce sales in the United States reached 241.4 billion US dollars, with electronic products having the highest sales

It is learned that recently, the latest data released by Adobe showed that during the Christmas holiday in 2024, the total online sales of American consumers reached 241.4 billion US dollars, an increase of 8.7% year-on-year, setting a new e-commerce sales record. This data covers more than 1 trillion consumer visits, 100 million product SKUs and 18 product categories.

Mobile shopping has become a highlight of this season. Consumers conducted more than 54% of transactions through mobile phones, an increase from 54.5% last year. On Christmas Day, mobile shopping reached the highest level (65%). In addition, during the 2024 holiday season, there were 15 days with single-day sales exceeding US$4 billion, four more days than in 2023.

In terms of consumer purchase categories, the best-selling items are down jackets, wool jackets, boots, handbags, messenger bags, socks, electric scooters, and bicycles. Among them, electronics, clothing, and furniture/household items are the top three best-selling categories, accounting for 54% of the market share, with sales of US$55.3 billion (an increase of 8.8% year-on-year), US$45.6 billion (an increase of 9.9% year-on-year), and US$29.2 billion (an increase of 6.8% year-on-year), respectively. However, the categories with the strongest growth are groceries (sales of US$21.5 billion, an increase of 12.9% year-on-year) and cosmetics (sales of US$7.7 billion, an increase of 12.2% year-on-year). Other categories with significant growth include sporting goods (sales of US$7.8 billion, an increase of 7.4% year-on-year) and toys (sales of US$8.2 billion, an increase of 7.8% year-on-year).

Price discounts have become a key factor driving consumption. Promotional activities with large discounts have attracted many price-sensitive consumers. The discount rates of electronic products, toys, clothing, computers, and household goods have all hit record highs, at 30.1%, 28%, 23.2%, 22.8%, and 19%, respectively. The discount rates of televisions (24.2%), home appliances (19.2%), and sporting goods (19.5%) have also hit record highs.

Data shows that for every 1% drop in prices, consumer demand increased by about 1.03%, driving an additional $2.25 billion in online sales. The deep discounts this season also prompted consumers to buy high-priced goods in categories such as electronics, appliances and sporting goods, driving e-commerce growth. The sales share of the most expensive items this season increased by 21% overall. By category, sporting goods increased by 54%, electronics increased by 48%, home appliances increased by 35%, personal care products increased by 32%, and clothing increased by 10%.

In addition, the influence of generative AI technology has increased significantly during the holiday shopping season. Compared with 2023, the use of AI-based shopping assistants and chatbots has increased by 1,300%, with the use of Cyber ​​Monday increasing by as much as 1,950%. The survey shows that 70% of consumers who use generative AI believe that it improves the shopping experience, especially when looking for discounts and specific products. AI technology helps consumers complete shopping more efficiently.

Author✎ Summer/
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