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Strategy Centre

Festive Trends On The IRP

  
14 November 2017
  
Festive Ecommerce Trends

Festive ecommerce spending in the US is set to break through the $100 billion mark in 2017 according to a recent study by Adobe. That’s almost 14% year-over-year growth. In addition, Cyber Monday will hit $6.6 billion in sales alone, even though Black Friday will have better deals.

According to IRP Commerce, this growth trend is also being felt by many online retailers who use its ecommerce technology.

Using data available through the IRP platform, IRP Commerce predicts an overall growth of 35% in Christmas sales based on the same period last year. The November Black Friday period accounts for around 10% of overall annual sales, growing approximately 50% on the same period last year.

Mobile, which has surpassed desktop in web use generally, has seen combined smartphone and tablet growth for one client of around 180% compared to 2016, while desktop sales have increased by approximately 118% in some instances.

Chris McEldowney, VP Product for IRP Commerce says, “November is getting bigger online each year. Black Friday promotions used to run over a weekend and now they run for around two weeks, starting on ‘Singles Day’, made big by Alibaba, on 11 November through to the end of the month. Although online retailers need to discount products during November to compete on price, overall they still benefit with a substantial uplift in pre-Christmas sales. They also get an additional boost in December, when sales of full price festive items remain steady.”

Unlike in offline stores, customers don’t mind early Christmas offers promoted online. In fact, data gleaned from IRP Commerce also shows that shoppers are making Christmas purchases earlier than ever, with the first festive purchase from Belleek.com being made in May.

The iconic Irish home wear brand highlights its most coveted gift this Christmas as a pair of Galway Living Gin & Tonic glasses, priced at £14.95, with online customers from New Zealand snapping them up.

One of the most popular brands online for Argento.com will be Olivia Burton, with its Marble Floral Nude Peach & Rose Gold Watch priced at £82 topping the Christmas wish-list.

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