Dive Summary:
- According to a new report from Adobe, Thanksgiving will overtake Black Friday as the larger annual online shopping day within the next five years.
- Retailers currently utilizing mobile commerce technology could see the service account for 20% of total sales this year.
- Adobe warns that the shortened holiday shopping season could cost retail merchants over 1.5 billion in lost sales during the upcoming shopping season.
Dive Insight:
Online retailers have been offering early sales promotions ahead of Black Friday for several years now, and this year’s shortened holiday shopping season, which could negatively impact total sales, may help speed that shift along. Adobe's assessment sees such sales as the norm very soon, and that vision may not be far-fetched. Just look at stores such as Kmart, Macy's and others that are already stretching their open hours into Thanksgiving Day. Perhaps they're just preparing for the inevitable competition to come.
