The Main Expected Tendencies of The 2017 Winter Holiday Sales

The winter shopping season of 2017 is coming! And there are some factors that could help to increase an expected level of the retail digital sales in the USA almost by 18%. These influential factors are the weather, the wish to by some gifts for the holidays and the sphere of mobile commerce.

The main tendencies of the winter shopping season are predictable enough, especially for the few previous years. Of course, they can’t be taken into account as a fundamental truth, but they allow anticipating the 18% increase of sales in the e-commerce sphere.

The weather trends

The fact of the weather influence on the sales is evident. Thus, umbrellas are of the biggest demand when it’s rainy.

According to the weather forecasts, it can be suggested that the days preceding Black Friday as well as Cyber Monday would be colder than the previous year.

There is a special service for predicting the weather especially for business – it’s Weather Trends. As it claims, the air temperature on Thanksgiving Day is going to be 6 degrees less in the northeastern part and 20 degrees less in the northern and central parts of the US.

The cold winter days are favorable for the retailers of brick and mortar, for example. But such weather conditions may restrain the potential clients from going out on Black Friday. They probably will prefer going shopping online.

Mobile devices: providing a quarter of the e-commerce sales rates in the US

Taking into consideration the high level of the mobile device usage in the modern American society, it’s evident that the potential buyers are online on their mobile devices more often than on computers. Still, in general, e-commerce buyers prefer making purchases from their computers, not from the mobile devices.

It looks like nonsense, but there is an explanation to this strange fact. The shopping experience from mobile devices very often is far from being good. It certainly distracts the clients. If finding and buying products are easy on the compact screens of mobile devices, the e-commerce can transform into the mobile commerce.    

For example, Amazon, which is a significant retailer, is the first to make the shopping experience satisfactory for users of mobile devices. So, Amazon is likely to benefit in December from the mobile sales growth.

On the whole, the mobile devices are predicted to provide almost a quarter of the e-commerce sales rates.

Self-gifts are still actual

It needs to be mentioned that people buy holiday gifts not only for relatives and friends. Do agree that it’s pleasant to indulge yourself!

Thus, statistics of the National Retail Federation shows that 70% of buyers purchased some gifts for themselves during the 2016 holiday shopping season.

Making self-gifts has been known for years. And it is anticipated by some organizations (including the National Retail Federation) to still hold positions and even grow in 2017.

Recommendations have influence on those who like buying gifts for themselves. So, the retailers can call to the colors: “Indulge yourself with a holiday gift!”. According to this year report of the National Retail Federation, a good strategy should include a bonus system with the gift cards and purchases for holidays.

This report can make retailers think more carefully about the self-gifting promotion and making interesting offers.

18% growth of sales in the e-commerce

There are some predictions concerning some decrease of the US e-commerce sales this year compared to the previous years.

15.8% increase in the online holiday sales is declared by eMarketer this year. It was 17% in 2016.

But let’s be more positive. The online retailers have been trying to make the mobile shopping experience better. It’s going to encourage the e-commerce sales this winter holiday season. 

Furthermore, Amazon’s competitors don’t waste time. For example, Walmart tries hard to increase its rates of the online sales. And it’s likely to try attracting more online buyers.

Predictions of the 2016 shopping season: have they come true?

The similar predictions were made last year. Here they are: 


·       Free Shipping will be included in 60% of online purchases. It can’t be verified for sure, because there is no survey or study to confirm the exact number. The e-commerce experience is individual for each company.


·       60% growth of the mobile commerce. This statement has appeared to be too optimistic. The real growth in 2016 was about 44% (from 11.8 to 17.1 billion dollars). On the whole, mobile devices provided about 21% of the total online sales.


·       13% growth of the e-commerce sales. The real index has appeared to be higher – about 17% (from 68.3 to 80.2 billion dollars, as comScore shows).


·       Rise of the video advertizing. As eMarketer declares, in 2016 it was spent about 6.8 million dollars on the video advertizing (in 2015 the spending was 5.6 million dollars). In 2017 it is anticipated about 9.4 million dollars.


So, we’ll see whether the 2017 shopping season predictions will come true!

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