More people will shop online this holiday season, sending sales soaring, according to Adobe.
Adobe Analytics forecasts U.S. e-commerce sales to rise by one-third this year, reaching a record $189 billion, but that number could hit $200 billion if stores shut down again and another round of federal stimulus checks are sent to consumers.
The shift to e-commerce, which began before the coronavirus pandemic, has accelerated as anxieties about heading to stores persist.
With additional funds and fewer in-store buying options, Adobe thinks e-commerce will gain an additional $11 billion on top of its forecast for the U.S. holiday shopping period.
Due to the surge in digital shopping, retailers are spreading their holiday promotions throughout the shopping season rather than focusing on special days like Black Friday and Cyber Monday.
Adobe expects online sales to exceed $2 billion each day between Nov. 1 and Nov. 21, and digital sales are expected to surpass $3 billion daily from Nov. 22 to Dec. 3.
Thanksgiving Day is Nov. 26.
Black Friday is still expected to generate $10 billion, up 39% from 2019. And Cyber Monday will continue to hold the title of “biggest online shopping day of the year” with an expected $12.7 billion in sales, up 35% year-over-year.
“This year is unlike any in the past, and for the first time we are no longer referring to peak holiday sales as Cyber Week — it’s now Cyber Month,” said John Copeland, head of marketing and customer insights at Adobe ADBE, -4.51%, in a statement.
Options like curbside pickup and free shipping will continue to be important to shoppers, Adobe data finds.