In the United States, Christmas shopping traditionally begins on Black Friday – the day after Thanksgiving – but retailers typically start promoting season sales as early as the beginning of November. In 2023,
. In this year, Cyber Monday was the biggest online shopping day in U.S. history, with revenue figures hitting approximately 12 billion U.S. dollars. In the five-day period from Thanksgiving Day to Cyber Monday, known as
, online sales were projected to total about 40 billion U.S. dollars.
‘Tis the e-commerce season
Like several other industries, the retail sector has witnessed a major digital transformation over the past decade. This gradual shift shows seasonal trends and is especially evident during the last quarter of the year, as an increasing number of U.S. Americans frequent online stores to find the perfect gift for themselves or their loved ones. When asked about their
plans for holiday gift shopping in 2023, most consumers said they intended to make at least some of their purchases over the internet, while nearly ten percent of all consumers planned to shop for the holidays exclusively online. A survey conducted in the same year revealed that the most common
spending range for online holiday shopping would be between 501 and 1,000 U.S. dollars. As for the
websites they planned to use, over eight out of ten U.S. e-shoppers named Amazon as their go-to platform.
Social media lure
Another e-commerce trend that has taken hold during the holiday season in the United States is the early promotion of online deals among retailers. The last quarter of the year usually counts as the most profitable period for retailers in the United States. Therefore, early advertising has proven to be instrumental in tapping into shoppers' buying potential. Just over half of U.S. shoppers
began their holiday gift shopping before December in 2023. That year, about one-third of
consumers expected to use social media for holiday shopping purchases, making it a high-powered reach channel for marketers. A 2023 also survey found that Facebook was particularly
influential on holiday purchase decisions of U.S. consumers, while YouTube and Instagram were also prevalent.
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