• Marketing Land
  • Sections
    • CMO
    • Social
    • SEM
    • SEO
    • Analytics
    • Display
    • Retail
    • MarTech
    • Resources
    • More
    • Home
  • Follow Us
    • Follow
  • Marketing Land
  • CMO
  • Social
  • SEM
  • SEO
  • Analytics
  • Display
  • Retail
  • MarTech
  • Resources
  • More
    • Follow
  • SUBSCRIBE

Marketing Land

Marketing Land
  • CMO
  • Social
  • SEM
  • SEO
  • Analytics
  • Display
  • Retail
  • MarTech
  • Resources
  • More
  • Home
  • Newsletters
  • Home
Retail

Report: 2018 holiday sales to grow 15%, driven by Amazon and mobile

NetElixir expects Amazon to drive 40 percent of its customers' online sales this holiday season.

Ginny Marvin on September 24, 2018 at 1:20 pm
  • More

In its 11th annual holiday forecast, digital agency NetElixir projects online revenue will grow by 15 percent over last year to roughly $97 billion. Based on its analysis, Amazon is expected to account for 40 percent of holiday sales and mobile is expected to drive more than 42 percent of total online sales.

Strong early indicators. The robust estimate (up from 13 percent sales growth seen last year) factors in indicators from last holiday through this year’s back-to-school period. From January through August this year, orders and revenue increased by double digits year over year. Back to school orders increased by 17 percent, and revenue rose by 14 percent compared to last year.

The report takes into account both marketplace and website sales across NetElixir’s clients in five verticals.

The Amazon factor. Holiday sales from Amazon are expected to hit $38.8 billion. That puts Amazon’s projected share of holiday sales at 40 percent, up from 35 percent in 2017, including $9.4 billion in incremental sales. That percentage includes sales from Vendor Central (sold by Amazon) and Seller Central (marketplace sales by retailers).

Source: NetElixir. Includes merchandise sold by Amazon directly as well as marketplace sales on Amazon.

Strong growth won’t come from bigger baskets. Growth is not expected to come from larger order values. Across all five verticals in the report — gourmet food, apparel and shoes, home decor, gifting, consumer electronics — average order value estimates are down slightly or flat. The Apparel and shoes category is poised for the strongest growth this holiday season, with 19 percent revenue growth and 23 percent rise in orders year over year. Average order value for the category, though, is predicted to drop by 3 percent.

Key holiday shopping periods. NetElixir says holiday gift-related search query volume will pick up starting Oct. 21. The three peak online shopping periods for this year’s holiday shopping will be:

  • The five-day period from Thanksgiving to Cyber Monday (11/22-11/26).
  • Green Monday Period (12/9-12/12).
  • Mobile Shopping Spike (12/18-12/21).

Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.



About The Author

Ginny Marvin
Ginny Marvin is Third Door Media’s Editor-in-Chief, running the day to day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin writes about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.

Related Topics

AmazonChannel: RetailE-CommerceHoliday RetailerStatisticsStatistics: Market ShareStatistics: Online Shopping

We're listening.

Have something to say about this article? Share it with us on Facebook, Twitter or our LinkedIn Group.

ATTEND OUR EVENTS

MarTech 2021: March 16-17

MarTech 2021: Sept. 14-15

MarTech 2020: Watch On-Demand

×

Attend MarTech - Click Here


Learn More About Our MarTech Events

February 23, 2021: SMX Report

April 13, 2021: SMX Create

May 18-19, 2021: SMX London

June 8-9, 2021: SMX Paris

June 15-16, 2021: SMX Advanced

August 17, 2021: SMX Convert

November 9-10, 2021: SMX Next

October 2021: SMX Advanced Europe

December17, 2021: SMX Code

Available On-Demand: SMX

×


Learn More About Our SMX Events

White Papers

  • Digital Marketing Report Q4 2020: Benchmarks and Insights for 2021
  • Data SEO – The Next Big Adventure
  • Getting Started with Email Marketing Automation
  • The State of Local Marketing Report 2020-2021
  • Quality CRM Data: The Key to Delivering Great Customer Experiences
See More Whitepapers

Webinars

  • How to Avoid the Digital Transformation Trap
  • How to Build a Marketing System of Record
  • Meet BIMI: The brand-boosting email security marketers must have for 2021
See More Webinars

Research Reports

  • Local Marketing Solutions for Multi-Location Businesses
  • Enterprise Digital Asset Management Platforms
  • Identity Resolution Platforms
  • Customer Data Platforms
  • B2B Marketing Automation Platforms
  • Call Analytics Platforms
See More Research
Receive daily marketing news & analysis.
Marketing Land
Download the Marketing Land app on iTunes Download the Marketing Land App on Google Play

Channels

  • MarTech
  • CMO
  • Social
  • SEM
  • SEO
  • Mobile
  • Analytics
  • Retail
  • Display

Our Events

  • MarTech
  • SMX

Resources

  • White Papers
  • Research
  • Webinars
  • MarTech Conference
  • Search Marketing Expo

About

  • About Us
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff
  • Connect With Us

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • Instagram
  • RSS
  • Youtube
  • iOS App
  • Google Play

© 2021 Third Door Media, Inc. All rights reserved.

Your privacy means the world to us. We share your personal information only when you give us explicit permission to do so, and confirm we have your permission each time. Learn more by viewing our privacy policy.Ok