Salesforce, the global leader in CRM, today released its 2020 Holiday Shopping Report, highlighting data and trends that shaped the holiday season and will impact how consumers shop in 2021. Salesforce data shows a 50 percent increase in digital spend over the 2019 shopping season, making it one of the biggest digital holiday shopping seasons to date. Consumers spent $1.1 trillion online worldwide and $236 billion in the U.S., compared to $723 billion worldwide and $165 billion in the U.S. in 2019.
Salesforce combined insights from over one billion global shoppers across more than 40 countries powered by Commerce Cloud during the holiday season—between November 1 and December 31, 2020. This season’s top highlights and trends include:
“The 2020 holiday season was defined by the pandemic and forced retailers and brands to innovate quickly with the introduction of services like curbside pickup, virtual concierges and a focus on social, messaging and live streaming to reach shoppers in new ways,” said Rob Garf, VP, Industry Strategy for Retail, Salesforce. “We expect to see these new innovations remain in 2021 with holiday strategies becoming the new standard that consumers expect from their favorite retailers and brands.”
As the pandemic forced shoppers out of stores and into the world of e-commerce, Salesforce helped retailers around the world double down on digital as they navigated new challenges, including scaling their e-commerce operations. Between November 1 and December 31, 2020, Salesforce customers drove more than 204 million online orders on Commerce Cloud, while delivering fast, easy and personalized digital experiences to shoppers.
To help retailers and brands benchmark holiday performance, Salesforce combined data and holiday insights on the activity of over one billion global shoppers across more than 40 countries powered by Commerce Cloud, billions of consumer engagements and millions of public social media conversations through Marketing Cloud, and customer service data powered by Service Cloud. Several factors are subsequently applied to extrapolate projections and actuals for the broader retail industry.
To qualify for inclusion in the analysis set, a digital commerce site must have transacted throughout the analysis period, in this case November 1, 2018 through December 31, 2020, and meet a monthly minimum visit threshold. Additional data hygiene factors are applied to help ensure consistent metric calculation.
The Salesforce holiday predictions are not indicative of the operational performance of Salesforce or its reported financial metrics including GMV growth and comparable customer GMV growth.
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