Six Ways Digital Has Changed Holiday Retail and E-Commerce Sales


December 19, 2017 - Annalect: Explore six holiday retail trends changing the consumer journey, including AI-driven product recommendations and conversion optimization at every touch.

This year was another banner year for Black Friday and Cyber Monday sales, and the efforts put behind complex digital marketing journeys deserve much of the credit. Estimated Cyber Monday sales broke records at $6.6 billion, a 17% increase compared to 2016. Americans also spent $5 billion online during Black Friday, leading to an overall increase in sales despite foot traffic at physical retail stores going down nearly 2%.

Analysts saw the continued move from brick-and-mortar to online sales as one of the biggest shifts this year. Another interesting development was the rise in the use of multiple channels and mobile phones for product research. Personalization also had a big role to play, as did the increasing pull to provide a consistent omnichannel shopping experience. More...