Adobe Insights, which measures 80 percent of online transactions at 100 major U.S. retailers, said mobile transactions are "hitting record highs." Adobe’s final numbers indicate that Black Friday surpassed estimates, with $3.34 billion – 21.6 percent growth, year-over-year. Cyber Monday, the Monday after Thanksgiving, is expected by Adobe to be the largest online shopping day in U.S. history.
Even Still, Investors Have Been Selling Big Retail Short
Wall Street has been increasingly betting against the retail sector on the assumption that “Big Retail” will not be agile enough to compete with nimbler digital outlets as U.S. consumers continue to skip the in-store experience in favor of shopping online.
In mid-November, 5.6 percent of all shares outstanding in the S&P 500 retail sector were on loan to short-sellers, over double the benchmark for the S&P 500 index of 2.7 percent.
Sharing Links on Social Media with Family and Friends are Driving Sales
"The big story this holiday season is in mobile shopping," Mickey Mericle, the vice president of Adobe's Marketing and Customer Insights division, said.
Shoppers looking for discounts have made themselves experts at using smartphones to find the best deal. This year, shoppers are shifting to the web on their phones in search of a more seamless, painless retail experience. Greater convenience with anytime access and the ease of sharing links on social media with family and friends are driving sales on smartphones.
Buyers journeys are no longer static, they are dynamic empowered by information available to them anytime and anyplace. If they don’t like what they find about you online, they will click right by to your competition.