US online holiday sales rise nearly 9% on mobile shopping boom, report shows

During the 2024 holiday season, U.S. online spending increased by nearly 9%, reaching approximately $241.4 billion, slightly surpassing Adobe Analytics' forecast. This growth was driven by a shorter holiday season, surplus discounts, and increased advertising by retailers like Walmart and Target. A significant trend was the rise in smartphone usage for online shopping, with 54.5% of transactions occurring on mobile devices, up from 51.1% in 2023. The season also saw a notable increase in the use of AI-powered services, such as chatbots, which contributed to a 1,300% rise in customer traffic to retail sites.

AI-driven tools and flexible payment options, including buy-now-pay-later (BNPL) services, played a crucial role in enhancing the shopping experience. BNPL usage accounted for $18.2 billion in online spending, marking a 9.6% increase from the previous year. The integration of AI and convenient shopping features helped consumers efficiently purchase and return products, reflecting a shift in consumer preferences towards smaller screens and AI-assisted shopping.

Key takeaways

U.S. online spending during the 2024 holiday season rose 8.7% to about $241.4 billion, surpassing Adobe's forecast.
Smartphones accounted for 54.5% of online shopping transactions, indicating a shift towards mobile commerce.
AI-powered chatbots significantly increased customer traffic to retail sites, with a 1,300% rise reported.
Buy-now-pay-later services saw a 9.6% increase in usage, totaling $18.2 billion in online spend.

US online holiday sales rise nearly 9% on mobile shopping boom, report shows

Key takeaways

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