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ADI Digital Dollar Back to School Edition
BACK TO SCHOOL AND LABOR DAY | SEP 2018
Labor Day Surpasses Expectations: First Holiday to Surpass $2B Outside of
Nov-Dec Season
*ADI Consumer Electronics Report (Jan, 2018)
• Strong US consumer confidence and
sentiment has put Labor Day at an
exceptional 23.4% YoY growth
• Labor Day is the first holiday ever outside
of the November 1st- December 31st
season to surpass $2B in online spending.
• According to last year’s trends Labor Day
is a strong indicator of Holiday
Performance.
BACK TO SCHOOL AND LABOR DAY | SEPT 2018
Labor Day: Revenue Driven by Sales of Expensive Products
Top Products Sold
Electronics
Smart TVs
Smartphones
Laptops
Appliances
Refrigerators
Washing Machines
Dryers
Home & Garden
Mattresses
Grills
Consumers shop for larger and more expensive products on Labor Day, driven by steeper discounts by retailers on
high priced items
BACK TO SCHOOL AND LABOR DAY | SEP 2018
Back-To-School* Shopping Tops Predictions
$58.1B
were spent online during
back to school season
$38.5B
were spent on a desktop
$14.5B
were spent on a smartphone
$5.1B
were spent on a tablet
Survey respondents said they’d do 40% of their back-to-
school specific shopping online
*Online Shopping on July 23rd through September 5th
BACK TO SCHOOL AND LABOR DAY | SEP 2018
A Quarter Of All Back-To-School* Online Dollars Was Spent On A Smartphone
*Online Shopping on July 23rd through September 5th
• Smartphones are continuing to gain share
of consumers’ online shopping spend.
• We’ll see smartphones being more
relevant than ever in the upcoming holiday
season.
• Smartphone are continuing to use
smartphones more than desktops to visit
online retailers’ sites.
BACK TO SCHOOL AND LABOR DAY | SEP 2018
Consumers Can’t Get Away From Their Email Even On Labor Day
• A third of all online purchases were
started from consumers’ email
inboxes on Labor Day
• Search is at 40%, but 25% of
consumers still prefer to go directly
to their preferred site.
BACK TO SCHOOL AND LABOR DAY | SEP 2018
Desktops are Still the Go-To Device For Checking Out
• Consumers tend to prefer their desktops for
finalizing their purchase for a few reasons*:
• 40% say their smartphone’s screen is too
small
• 34% reported that the mobile website/app
are hard to navigate, 24% said they lack the
full functionality
• Even though most of the visits come from
smartphones, the majority of online revenue still
flows through desktops.
• Consumers make their larger purchases on their
desktops for the same reason.
1.24%
conversion on smartphone
3.37%
conversion on desktop
2.34%
conversion on tablet
$142
average basket size on
desktop
$111
average basket size on
smartphone
$125
average basket size on
tablet
*According to the ADI Digital Dollar Survey (May 2018)
ADI Digital Dollar Back to School Edition

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ADI Digital Dollar Back to School Edition

  • 2. BACK TO SCHOOL AND LABOR DAY | SEP 2018 Labor Day Surpasses Expectations: First Holiday to Surpass $2B Outside of Nov-Dec Season *ADI Consumer Electronics Report (Jan, 2018) • Strong US consumer confidence and sentiment has put Labor Day at an exceptional 23.4% YoY growth • Labor Day is the first holiday ever outside of the November 1st- December 31st season to surpass $2B in online spending. • According to last year’s trends Labor Day is a strong indicator of Holiday Performance.
  • 3. BACK TO SCHOOL AND LABOR DAY | SEPT 2018 Labor Day: Revenue Driven by Sales of Expensive Products Top Products Sold Electronics Smart TVs Smartphones Laptops Appliances Refrigerators Washing Machines Dryers Home & Garden Mattresses Grills Consumers shop for larger and more expensive products on Labor Day, driven by steeper discounts by retailers on high priced items
  • 4. BACK TO SCHOOL AND LABOR DAY | SEP 2018 Back-To-School* Shopping Tops Predictions $58.1B were spent online during back to school season $38.5B were spent on a desktop $14.5B were spent on a smartphone $5.1B were spent on a tablet Survey respondents said they’d do 40% of their back-to- school specific shopping online *Online Shopping on July 23rd through September 5th
  • 5. BACK TO SCHOOL AND LABOR DAY | SEP 2018 A Quarter Of All Back-To-School* Online Dollars Was Spent On A Smartphone *Online Shopping on July 23rd through September 5th • Smartphones are continuing to gain share of consumers’ online shopping spend. • We’ll see smartphones being more relevant than ever in the upcoming holiday season. • Smartphone are continuing to use smartphones more than desktops to visit online retailers’ sites.
  • 6. BACK TO SCHOOL AND LABOR DAY | SEP 2018 Consumers Can’t Get Away From Their Email Even On Labor Day • A third of all online purchases were started from consumers’ email inboxes on Labor Day • Search is at 40%, but 25% of consumers still prefer to go directly to their preferred site.
  • 7. BACK TO SCHOOL AND LABOR DAY | SEP 2018 Desktops are Still the Go-To Device For Checking Out • Consumers tend to prefer their desktops for finalizing their purchase for a few reasons*: • 40% say their smartphone’s screen is too small • 34% reported that the mobile website/app are hard to navigate, 24% said they lack the full functionality • Even though most of the visits come from smartphones, the majority of online revenue still flows through desktops. • Consumers make their larger purchases on their desktops for the same reason. 1.24% conversion on smartphone 3.37% conversion on desktop 2.34% conversion on tablet $142 average basket size on desktop $111 average basket size on smartphone $125 average basket size on tablet *According to the ADI Digital Dollar Survey (May 2018)