A Look Back at the 2018 Holiday Season

The 2018 holiday season saw multiple days with record-breaking e-commerce sales, a 17.4% increase from the previous year.

The 2018 holiday season saw multiple days with record-breaking e-commerce sales. This 2019 holiday season is only expected to be bigger for mobile shopping.

The 2018 holiday season saw multiple days with record-breaking e-commerce sales, which increased 17.4% from the previous year. An increasing amount of these sales came from mobile devices as more consumers reached for their smartphones to take advantage of sales and complete their holiday shopping. Black Friday 2018 was the first day in US history to see more than $2 billion in sales coming from smartphones. Over the entire holiday season, mobile sales surpassed $50 billion, representing 44% of e-commerce spending.

This 2019 holiday season is only expected to be bigger for mobile shopping—84% of consumers plan to use their smartphones to research and shop for items this season. Retail & e-commerce marketers need a powerful strategy to attract mobile shoppers and drive conversions. As email inboxes will undoubtedly become inundated with brand communication during the holidays, and digital advertising will be more competitive (and in turn, more expensive), personalized text messaging presents an unsaturated, direct, and ROI-positive channel to reach consumers this season and beyond.

In this guide, we’ll lead you through the impact of holiday season mobile shopping, challenges that brands face during this time, and actionable strategies—including real-life examples from two innovative retailers—on how you can use mobile messaging to make this holiday season your best yet.

2018 Holiday Mobile Milestones

How did mobile devices impact holiday shopping last year?

66%

Mobile accounted for 66% of all e-commerce traffic during the 2018 holiday season, up 19% YoY

$24B

From Nov 1-Dec 6, US mobile transactions from smartphones alone soared to $23.7 billion of sales, up 54.8% YoY

56%

Compared to 2017, smartphone sales during the 2018 holiday season jumped 56%

$50B+

Sales across mobile devices surpassed $50 billion during the entire 2018 holiday shopping season

NEXT: Challenges When Marketing to Holiday Shoppers

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