A Third of All Revenue From Holiday Shopping in 2017 Came During Cyber Week

Salesforce data shows half of shoppers were done buying by Dec. 3

Consumers continue to shop more on mobile. Photo Illustration: Dianna McDougall; Source: Getty Images
Headshot of Ann-Marie Alcántara

The holidays are over—that is except for brands and retailers already looking ahead to this year’s holiday shopping season and trying to figure out what worked (and what didn’t) in 2017.

Two key lessons from 2017: Mobile shopping continued to rise, and personalized product recommendations grew, according to an exclusive infographic from Salesforce Commerce Cloud.

According to the data, 50 percent of orders were done on phones on Dec. 25, compared with less than 40 percent in 2016.

Rick Kenney, head of consumer insights at Salesforce Commerce Cloud, did point out however that this “mobile-first moment” happened originally on Thanksgiving—only for consumers to beat those order shares again on Christmas Day by 4 percent.

“It’s the first time we’ve seen this [mobile buying increase] happen,” Kenney said. 

The growth in mobile orders represents a continued shift in consumer shopping habits from retail stores to online. Kenney attributed some of that to a more optimized mobile experience like easier checkout through products like Apple Pay.

The findings also show an increase in revenue from artificial intelligence product recommendations from the spring to the holiday season. The data, which Salesforce only started tracking in 2017, surprised Kenney.

“Those tools, those ‘you may also like,’ are more important during the holiday, and shoppers are finding their way to the right product through this,” he said.

To Kenney, it means retailers need to focus on a personalized experiences for shoppers everywhere, including on the product detail page, the homepage and in search results.

It’s not totally surprising to see personalized product recommendations on an upward trend. Industry insiders have previously stated personalization is a trend to watch in 2018.

We only have to wait 12 more months to see what (if anything) brands and retailers bring to life based on these insights.

@itstheannmarie annmarie.alcantara@adweek.com Ann-Marie Alcántara is a tech reporter for Adweek, focusing on direct-to-consumer brands and ecommerce.