The holiday season is an exhilarating time for families and friends and a critical period for businesses, particularly those in e-commerce. Shoppers are projected to spend a staggering $241 billion online during the 2024 holiday season, marking an 8.4% increase compared to 2023. This season presents a unique opportunity for creativity and growth, yet the competition can be formidable. To succeed, brands must stay ahead of customer preferences and behaviors and adopt innovative technologies.
If you are ready to have a blast in revenue numbers this season, you’ve come to the right place. We’re excited to share some exclusive insights into the top holiday e-commerce trends for 2024. These trends are essential for shaping your holiday marketing strategies effectively. Understanding these trends early can give a peak on what to expect and save time as you prepare for the season.
Top Holiday E-commerce Trends for 2024 You Should Not Miss this Holiday Season
1. The Holiday Season has Already Begun!
The holiday shopping season is transforming in 2024 as major retailers like Amazon and Walmart lead the charge in reshaping the traditional Black Friday frenzy into a prolonged shopping period as early as October. This trend, often dubbed “holiday creep,” extends the holiday buying experience into a multi-month affair, with major sales events launching well before Halloween.
This year, Walmart and Amazon jumpstarted their holiday campaigns with pre-Black Friday sales beginning on October 10. These early promotions attract deal-conscious shoppers and set the tone for the season, prompting other retailers to adopt similar strategies.
Against what some economists call a “vibe-cession”—a period where consumers maintain purchasing power but approach spending cautiously—these early deals provide a strategic advantage for shoppers and retailers. Consumers benefit by spreading their holiday expenses over a longer timeframe, which helps with budgeting. Meanwhile, retailers capitalize on the growing e-commerce market, projected to see a 7% to 9% increase in sales this year.
2. Mobile Shopping will Dominate the Market
Mobile shopping continues to gain momentum, solidifying its role as a dominant force in holiday retail. This year, 53% of all online holiday purchases are projected to come from mobile devices, contributing an estimated $128 billion in sales. Several factors fuel this growth, with convenience leading the charge. Shoppers increasingly rely on their smartphones to browse, compare, and buy products wherever and whenever they want. Enhanced mobile experiences—such as faster checkout processes and seamless payment options like Apple Pay and Google Pay—further drive this trend.
For retailers, the pressure to refine mobile platforms has never been greater. Priorities include faster load times, responsive designs, and intuitive navigation to ensure a frictionless shopping journey. Offering mobile-exclusive deals is another powerful strategy to draw customers, particularly during peak sales events like Black Friday and Cyber Monday.
According to Adobe’s 2024 holiday shopping forecast, mobile shopping will not only dominate in terms of volume but will also shape consumer behavior. The ability to snag on-the-go deals and participate in time-sensitive promotions has positioned mobile as a key driver of holiday retail success. As smartphones become the preferred shopping tool, retailers prioritizing mobile optimization stand to gain a competitive edge in this ever-evolving market.
3. Customers will Look for Better Deals
The 2024 holiday shopping season is marked by heightened price sensitivity as inflation squeezes consumer budgets. According to recent surveys, 59% of shoppers report that price will be a critical factor in their holiday spending decisions. This growing emphasis on value has led many consumers to seek deals and consider selling to more affordable brands or products.
Retailers are adapting to this cost-conscious mindset with aggressive discount strategies, particularly during October and November. A recent report forecasts significant markdowns leading to Thanksgiving, with the steepest price cuts expected around Black Friday and Cyber Monday. Early sales have become a key tactic, with major players like Target reducing prices on holiday meal essentials and other staples to appeal to budget-conscious consumers.
Brands must prioritize value-focused promotions to succeed in this competitive and price-driven landscape. Highlighting early discounts and delivering compelling deals well before traditional peak shopping days will be crucial. With 66% of U.S. consumers emphasizing the importance of better prices, brands that cater to this demand for affordability will be well-positioned to capture a larger share of the holiday shopping market.
4. AI Revolutionizes Holiday Shopping
Artificial intelligence (AI) will shape the 2024 holiday shopping season. A significant 73% of consumers agree that AI enhances their shopping experience by saving time (73%) and providing added convenience (66%). AI has become a cornerstone of modern retail strategies.
Retailers leverage AI to deliver personalized experiences, drive customer engagement, and boost sales. By analyzing consumer behavior and preferences, AI powers tailored product recommendations, targeted promotions, and precise marketing campaigns. These tools are particularly critical when engaging shoppers is key during the competitive holiday season.
AI also optimizes the shopping process itself. From refining e-commerce strategies to ensuring promotions are relevant and timely, AI enhances usability and improves the overall experience. Additionally, its platform integration has enabled holiday promotions to launch earlier—often as soon as October—capturing early shoppers and sustaining momentum throughout the season.
5. Sustainability Takes the Spotlight
The 2024 holiday shopping season marks a decisive move toward sustainability, with more consumers prioritizing eco-friendly choices in their purchasing decisions. Shoppers are increasingly supporting brands that embrace sustainable practices, such as using eco-conscious packaging and offering carbon-neutral shipping, reflecting a collective effort to celebrate the holidays while minimizing environmental impact.
“Green Friday” is emerging as a popular alternative to Black Friday, promoting environmentally and socially responsible shopping. This initiative highlights sustainable products and ethical practices, encouraging consumers to make mindful purchases. Additionally, zero-waste gifting is rising, with many opting for upcycled, reusable, and waste-free gift options.
To attract and retain eco-conscious shoppers, brands must emphasize their sustainability efforts. Clear labeling, credible certifications, and dedicated sections for eco-friendly products on online platforms are effective strategies. Prioritizing sustainability aligns with consumer values, strengthens brand loyalty, and drives meaningful engagement during the holiday season.
6. Free Shipping, Fast Delivery, and Easy Returns…Is All That Consumers Expect After Ordering
As the 2024 holiday shopping season unfolds, seamless shopping experiences are more critical than ever. Research shows that 77% of consumers prioritize free shipping with delivery times of two days or less. Additionally, 96% are likelier to remain loyal to brands offering simple, hassle-free return policies.
To effectively capture holiday sales, retailers must provide free or affordable shipping, ensure quick delivery, and optimize return processes. Simplified checkouts and transparent communication about shipping policies are also key to retaining customers and reducing the likelihood of losing them to competitors.
Retailers should also prepare for the holiday surge by ensuring their websites can handle increased traffic, deploying targeted online marketing strategies, and leveraging email and social media promotions to maximize engagement and drive sales.
7. Subscription Gifts and Digital Products Gain Popularity
The 2024 holiday season is seeing a surge in the popularity of subscription services and digital products as gifting options. These choices resonate particularly with younger generations, including Gen Z and Millennials, who increasingly prioritize experiences over traditional physical gifts.
Subscription boxes—from wine and coffee clubs to skincare and fitness packages—are in high demand. They offer recipients a gift that continues to delight long after the holidays. These curated experiences cater to diverse interests and provide a thoughtful, lasting impact.
Digital gifts like ebooks, online courses, and software subscriptions are also rising. They appeal to tech-savvy recipients and offer a practical solution for last-minute shoppers, with instant delivery and wide-ranging appeal.
These options reflect a shift toward meaningful, experience-driven gifting that aligns with modern lifestyles and consumer preferences.
8. The Power of Video Marketing
Video marketing continues to play a pivotal role in shaping consumer behavior. Around 64% of shoppers are more likely to purchase after watching a social video, underscoring the effectiveness of video content in driving sales. Platforms like YouTube and TikTok have become essential for brands aiming to boost engagement and conversions through social media campaigns.
Beyond immediate sales, video content is instrumental in product education and brand connection. An impressive 97% of marketers believe that videos are very helpful for learning about products or services, while 89% strongly prefer more video content from brands. Tutorials, product reviews, and other informative videos are particularly valued, helping shoppers make confident purchasing decisions.
Incorporating video into marketing strategies is no longer optional—it’s a key driver of engagement, trust, and sales in today’s competitive retail environment.
Conclusion
The 2024 holiday e-commerce presents both challenges and opportunities for retailers. Early shopping trends, mobile dominance, price sensitivity, and the increasing influence of AI are reshaping how consumers approach holiday spending. Sustainability and customer expectations around shipping and returns are crucial factors for success. Additionally, the rising popularity of subscription gifts and digital products reflects a shift toward personalized, experience-driven gifting.
To stay competitive, brands must adapt to these trends by optimizing mobile platforms, offering value-driven promotions, and leveraging AI for personalized marketing. Emphasizing sustainability and providing seamless shopping experiences will further enhance customer loyalty. Finally, integrating video marketing can drive engagement and influence purchasing decisions, making it an essential tool in any retailer’s strategy.
