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image: Flickr user Jason Howie

Online holiday spend could break $100B

December 8, 2017

When contemplating their holiday shopping back in October, more than half of U.S. consumers thought they’d be using their phones to get things done, according to earlier research from Deloitte, though some of that includes using their mobile wallets to pay in store. (Roughly 1 in 5 respondents using smartphones for holiday shopping told Deloitte they’ll pay for purchases in-store with a mobile wallet app.)

Turns out they weren’t kidding. Shoppers are using their phones, plus any other devices available to them. U.S. shoppers are heading online, and starting mostly with search, Adobe found. Search retained the top spot when it came to share of sales for retailers (23% paid; 21.5% natural), followed by direct traffic (26.6%), email (19.8%), shopper helper sites (6.1%), display (1.8%) and social (1.2%).

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