Record Christmas for online purchases

Salesforce, a global leader in CRM, today released the 2020 Holiday Shopping Report, an annual analysis of the trend of shopping during the holidays. Salesforce data shows a 50% increase in digital spending compared to Christmas shopping in 2019. Globally, $ 1.1 trillion was spent, of which $ 236 billion in the United States alone (up from $ 165 in 2019) ).

Salesforce analyzed the information of more than one billion global consumers in more than 40 countries via the Commerce Cloud platform during the holiday season, between November 1 and December 31, 2020. The main trends that emerged are:

  • Digital sales grew later in the year, despite the early start of holiday shopping – While brands kicked off holiday discounts and promotions in early October, most of the 2020 digital sales took place closer to Christmas. Total Cyber ​​Week digital sales reached $ 270 billion globally, while the first two weeks of December totaled $ 181 billion in global sales.
  • Stores offering pick-up and other pick-up options have grown nearly double that of those that haven’t – Due to congestion in shipping systems and increased consumer safety bias, retailers with in-store or collection point options have outperformed those without these services. In the United States, merchants who offered these options increased digital revenue by 49% on average year-on-year, while retailers who didn’t choose these modes saw average growth of only 28%. Brands that offer in-store and pick-up options also saw digital revenue growth of 54% year-on-year in the five days leading up to Christmas, compared with 34% of those who did not.
  • Consumers made greater use of financing options – Consumers who chose to pay many gifts in installments through the ‘buy now, pay later’ methods increased by 109% compared to the previous year, a percentage that increased especially the week before Christmas.
  • Sporting goods and household items were the most requested product categories Revenues for sporting goods grew 108% over the previous year, household items grew 89%, while spending on food and beverages kept pace with growth of 80 %. The categories that experienced the least growth in revenue during the holiday season were footwear (39%) and clothing in general (40%).
  • Brands prepare for the “returnageddon” phenomenon – More than $ 330 billion worth of online purchases are expected to be returned globally, approximately 30% of all purchases made, following the e-commerce spike this holiday.

“The 2020 holiday shopping season has been defined by the pandemic and has forced retailers and brands to innovate rapidly by introducing services such as in-store pickup via collection points, with a major focus on social media, messaging services and live streaming. to reach consumers in new ways, ”he said Rob Garf , VP, Industry Strategy for Retail di Salesforce. “We expect these new innovations to remain in 2021 and that the strategies implemented during the holidays will become the new standard that consumers expect from their favorite retailers and brands.” Salesforce supported brands in managing Christmas shopping.

While the pandemic has forced consumers to stay out of stores and shop online, Salesforce has helped brands around the world double their digital presence in addressing new challenges. Between November 1 and December 31, 2020, Salesforce customers handled over 204 million online orders on the Commerce Cloud, while delivering fast, easy, and personalized digital experiences to consumers.

  • Commerce Cloud – Digital sales managed through Commerce Cloud increased 76% year-on-year during the holiday season of 2020.
  • Marketing Cloud – Global marketing communications made through Marketing Cloud have increased overall during the last holidays with 7.2 billion push notifications, 3.7 billion SMS messages and 129 billion total emails sent, with a constant commitment throughout the season by marketing professionals.
  • Einstein – Artificial intelligence continued to play a pivotal role in how consumers shopped during the holiday season. Einstein supported 11% of digital orders, up 25% from the previous year.
  • Service Cloud – Customer service agents handled more than 14.5 billion cases and received more than 946 million customer service calls during the holiday season via Service Cloud.

Source: RSS Innovazione by

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