The 2024 holiday shopping season set a record in the United States, with consumers spending $241.4 billion online between November 1 and December 31. This represents the total holiday spending for the period, reflecting an 8.7% year-over-year growth compared to 2023. According to Adobe Analytics, which tracked over one trillion visits to U.S. retail websites and analyzed 100 million product SKUs, this surge highlights transformative shifts in consumer behavior, fueled by mobile shopping and the adoption of generative AI tools.
Mobile shopping reached an all-time high, accounting for 54.5% of all online transactions, up from 51.1% in 2023. On Christmas Day alone, mobile transactions soared to 65%, emphasizing the increasing reliance on smartphones for last-minute purchases. Adobe’s data indicates that U.S. consumers are prioritizing convenience and accessibility, encouraging retailers to optimize mobile platforms and enhance user experiences. Businesses that invested in mobile-friendly interfaces and personalized shopping options saw significant gains, underscoring the importance of a mobile-first approach in today’s digital commerce landscape.
Generative AI emerged as another key driver of the season, with traffic from AI-powered chatbots skyrocketing by 1,300% compared to 2023. Cyber Monday was the peak of this trend, witnessing a 1,950% increase in AI-driven shopping interactions year-over-year. Adobe’s survey found that 70% of consumers using AI tools reported an improved shopping experience, particularly when searching for deals or receiving tailored recommendations. This data suggests that AI has become a cornerstone of modern e-commerce, reshaping how consumers navigate and engage with online retail.
Price sensitivity remained a defining factor of the season, with steep discounts driving demand. Electronics, apparel, and furniture/home goods together accounted for 54% of total online spending, with discounts peaking at 30.1% for electronics and 28% for toys. Additionally, flexible payment options like “Buy Now, Pay Later” (BNPL) saw record usage, contributing $18.2 billion to holiday spending—a 9.6% increase from 2023. Notably, 79.1% of BNPL transactions occurred on mobile devices, showcasing the seamless integration of financial technology into the mobile shopping experience.
However, not all trends were upward. Curbside pickup usage declined slightly, dropping to 17.5% of online orders from 18.4% in 2023. This suggests a shift in consumer preferences toward home delivery, particularly as e-commerce platforms enhance logistics and fulfillment options.
The record-breaking $241.4 billion spending figure underscores the resilience and adaptability of the U.S. digital commerce ecosystem. The rise of mobile shopping, the transformative impact of AI, and the growing reliance on BNPL point to a marketplace driven by convenience, personalization, and financial flexibility. These trends prompt critical questions for the future: How can retailers further leverage AI to enhance user experiences? Will mobile platforms continue their dominance, and what role will innovative payment solutions play in shaping consumer loyalty?
Adobe’s findings offer a roadmap for navigating these shifts, demonstrating that businesses capable of adapting to these trends will not only thrive but also define the future of digital commerce in an ever-evolving global economy.
