This episode provides a data-driven holiday season forecast from Adobe Digital Insights, highlighting expected e-commerce growth and the impact of external factors like the US election on consumer spending. Ecommerce operators will gain insights into macro trends influencing holiday sales and how to interpret different industry forecasts to inform their strategies.
Key takeaways
Adobe forecasts 11% e-commerce growth for the holiday season, lower than many other sources due to post-election consumer spending slowdowns.
Heavily populated states like New York and California showed significantly lower spending than predicted, impacting overall e-commerce growth.
Understand that various forecasting agencies (eMarketer, Deloitte, NRF, Comscore, Forrester) provide different e-commerce growth predictions, ranging from 11% to 19%.
Utilize data from aggregate sources like Adobe Digital Insights, which processes data from over 5400 e-commerce sites, to gain a broad market perspective.
EP060 - Holiday Preview w/ Adobe's Tamara Gaffney Tamara Gaffney is the Principal Analyst and Director for Adobe Digital Insights (ADI). ADI aggregates data from all of adobe's products and customers, and is able to provide insight about various markets. In particular, Adobe Analytics (formerly Omniture) is used by over 5400 e-commerce sites, representing 55m skus, and tracking $7.50 out of every $10 spent on e-commerce in North America. Adobe is forecasting that e-commerce will grow 11% this holiday season (November and December). This is a lower forecast than a number of other sources: eMarketer: 17% e-commerce, 3.3% all retail Deloitte: 17-19% e-commerce, 4% all retail NRF: 3.6% all retail (no e-comm breakout) Comscore: 16-19% Forrester: 13% Tamara attributes the lower forecast to slower spending coming out of the US election. In particular heavily populated states like New York and California that strongly supported Hillary Clinton (who ultimately lost the election), are spending at a much lower rate than the forecast models would predict. So far this represents over $800M in lost e-commerce spending (as of Nov 17th), that Adobe believes will negatively effe
What does this episode say about analytics & attribution?
Adobe forecasts 11% e-commerce growth for the holiday season, lower than many other sources due to post-election consumer spending slowdowns.
What does this episode say about analytics & attribution?
Heavily populated states like New York and California showed significantly lower spending than predicted, impacting overall e-commerce growth.
What does this episode say about analytics & attribution?
Understand that various forecasting agencies (eMarketer, Deloitte, NRF, Comscore, Forrester) provide different e-commerce growth predictions, ranging from 11% to 19%.
What does this episode say about analytics & attribution?
Utilize data from aggregate sources like Adobe Digital Insights, which processes data from over 5400 e-commerce sites, to gain a broad market perspective.
