Thanksgiving's Growing Role in E-Commerce
As the holiday shopping season gears up, Thanksgiving has officially carved out its place in the e-commerce calendar—and not just as Black Friday's warm-up act. Over the past few years, Thanksgiving has evolved into a standalone shopping event that online retailers can't afford to overlook.
In fact, Thanksgiving Day sales are expected to hit new highs in 2024, making it essential for brands to get their strategies in place early.
In 2023, Thanksgiving Day raked in an impressive $5.29 billion in online sales, and projections for 2024 are even more bullish, with experts predicting a 10-15% increase. So, if you’re wondering whether Thanksgiving is still relevant in 2024, the short answer is: absolutely.
Here’s why:
- Early Shopping Trends: Shoppers are no longer waiting until Black Friday to snag deals. Over 60% of consumers plan to start their holiday shopping before Thanksgiving, according to Circana. Thanksgiving Day has become the perfect time to capture early-bird shoppers.
- Mobile Commerce Boom: The shift to online shopping during the pandemic has only strengthened. In 2023, 55-60% of all Thanksgiving e-commerce sales came from mobile devices. Consumers are browsing deals while enjoying time with family, making it crucial for e-commerce brands to optimize their mobile shopping experiences.
- Thanksgiving Sales Soaring: Adobe Analytics reported a 9% growth in Thanksgiving online sales in 2023. Brands that offered Thanksgiving-specific deals saw a surge in traffic, and this trend will only accelerate in 2024.
Thanksgiving 2024
So, how did Thanksgiving become so important in e-commerce?
For one, consumers are getting savvier. They're no longer waiting for Black Friday to scoop up the best deals. With fewer crowds, exclusive online sales, and more time to shop from the comfort of their homes, Thanksgiving has become a go-to day for online purchases.
The result? Thanksgiving is no longer just a lead-up to Black Friday—it’s a powerful sales day in its own right.
What this means for you:
If your e-commerce store isn’t optimizing for Thanksgiving sales in 2024, you’re missing out on a massive opportunity. Whether it’s running Thanksgiving-only promotions or starting Black Friday sales a day early, getting ahead of the curve can help you capture a larger share of holiday spending.
How big is the opportunity?
In 2024, Thanksgiving Day sales are projected to top $6 billion, with mobile and online sales leading the charge. In other words, it's the perfect time to fine-tune your marketing and start driving traffic before the weekend rush.
Stay tuned for 13 essential Thanksgiving e-commerce statistics that will give your sales strategy the boost it needs. Let's dive into the data and explore the trends you can't afford to ignore.
13 Thanksgiving 2024 E-Commerce Statistics You Need to Know
1. Thanksgiving Day online sales are expected to surpass $6 billion in 2024
2. Over 55-60% of Thanksgiving Day sales will come from mobile devices
3. 60% of consumers plan to start their holiday shopping before Thanksgiving
- Source: Circana Holiday Shopping Study
4. 80% of shoppers prefer free shipping, which drives higher conversion rates during Thanksgiving
5. Cart abandonment rates on Thanksgiving hover around 70% due to complex checkouts
6. Average Order Value (AOV) on Thanksgiving Day is expected to increase by 12% compared to 2023
- Source: Statista E-Commerce Insights
7. Thanksgiving evening accounts for 35% of total online purchases, especially after 5 PM
8. Email marketing drives 25% of Thanksgiving Day conversions, with early access deals performing best
- Source: Campaign Monitor Email Trends
9. Personalized product recommendations increase Thanksgiving conversions by 20%
10. Social media influences 31% of Thanksgiving Day purchases through ads and influencer marketing
11. Buy Now, Pay Later (BNPL) services increase Average Order Value by 18% on Thanksgiving
- Source: Klarna BNPL Growth
12. 40% of Thanksgiving Day shoppers make impulse purchases, driven by limited-time offers and discounts
12. Thanksgiving Day returns and exchanges make up 20% of post-holiday logistics challenges for e-commerce brands
What These E-commerce Stats Mean for Your Sales Strategy
With the Thanksgiving 2024 e-commerce landscape looking more competitive than ever, these statistics offer critical insights that can help you fine-tune your sales strategy and make the most of this pivotal shopping day.
Let’s break down how you can leverage these numbers to boost conversions, reduce cart abandonment, and maximize revenue.
1. Leverage the Surge in Mobile Shopping
With 55-60% of Thanksgiving sales expected to happen on mobile devices, optimizing your mobile site should be a top priority. Mobile users want fast, seamless experiences. If your site is slow, hard to navigate, or difficult to purchase from on a phone, you could be leaving serious money on the table.
Quick Tip:
Ensure your site is fully responsive, mobile-optimized, and lightning-fast. Tools like Google PageSpeed Insights can help you identify areas for improvement. Consider implementing mobile-friendly payment options like Apple Pay and Google Pay to streamline the checkout process.
2. Offer Free Shipping to Drive Conversions
With 80% of shoppers saying free shipping is a critical factor in their decision to buy, offering free shipping (even with conditions like minimum order value) can significantly boost conversions. This is especially important on a day like Thanksgiving when consumers are looking for the best deals.
Quick Tip:
Offer free shipping on orders above a certain value to encourage shoppers to spend more. You can also highlight free shipping with urgency by pairing it with time-sensitive promotions like “Free shipping until midnight!”
3. Combat Cart Abandonment With Strategic Emails
With cart abandonment rates expected to hover around 70%, Thanksgiving could be a day of missed opportunities if you don’t have a solid recovery strategy in place. Abandoned cart emails are a must, especially when paired with limited-time discounts or reminders about free shipping.
Quick Tip:
Set up automated email reminders for customers who’ve left items in their cart, offering them a discount or free shipping as an incentive to return. Timing is key here—sending that first reminder within the first hour can make all the difference.
4. Capture the Evening Sales Spike
Thanksgiving evening, particularly after 5 PM, has become a peak time for online shopping. This is likely due to shoppers winding down after the day’s festivities and diving into their holiday shopping in earnest. With 35% of Thanksgiving sales happening in the evening, timing your promotions to align with this behavior is a smart move.
Quick Tip:
Launch special “Evening Only” promotions that start in the late afternoon and run into the evening hours. Target email campaigns and social media ads around this time to capture the influx of traffic.
5. Maximize Impulse Purchases
With 40% of Thanksgiving shoppers making impulse buys, adding limited-time offers, countdown timers, or “deal of the hour” promotions can encourage these spontaneous purchases. Capitalize on the urgency of Thanksgiving sales to create a fear of missing out (FOMO) that drives conversions.
Quick Tip:
Use tools like Shopify’s Countdown Timer or Urgency Apps to highlight how much time is left for a particular deal, creating urgency and encouraging immediate action.
Maximize Your Thanksgiving 2024 Sales with Data-Driven Strategies
As Thanksgiving continues to cement its place in the e-commerce landscape, there’s no denying the potential it holds for online retailers. The $6 billion in expected sales for Thanksgiving 2024 is more than just a number—it's an opportunity for e-commerce brands to capitalize on growing consumer demand, especially as shoppers become more comfortable making purchases from their phones and online platforms.
To make the most of Thanksgiving, you need to focus on:
- Mobile Optimization: With over half of Thanksgiving sales coming from mobile devices, ensuring your site is fast, responsive, and easy to navigate on mobile is non-negotiable.
- Personalization: From product recommendations to segmented email marketing, offering tailored shopping experiences can increase your conversions by 20% or more. Personalized experiences aren’t just a bonus—they’re an expectation in 2024.
- Addressing Cart Abandonment: With 70% of carts abandoned during major shopping holidays, it’s crucial to have recovery strategies like abandoned cart emails and incentives to bring customers back to complete their purchases.
- Free Shipping and Urgency: Free shipping remains a top conversion driver, especially when paired with time-sensitive offers. Shoppers want a deal, and they want it now—adding urgency with countdowns and limited-time deals will give them that final push.
- Strategic Email Marketing: Thanksgiving Day is a time when 25% of conversions are driven by email marketing. Planning your email sends to hit peak engagement times, combined with personalized deals, will help you stay ahead of the competition.
The biggest takeaway? Thanksgiving is no longer a lead-up to Black Friday—it’s a pivotal event in its own right. By incorporating the stats and trends outlined in this blog, you’ll be well-prepared to optimize your strategy, increase conversions, and make Thanksgiving 2024 one of the most profitable days of your year.
Thanksgiving 2024 FAQs
1. How much are Thanksgiving Day e-commerce sales expected to reach in 2024?
Thanksgiving Day e-commerce sales in 2024 are projected to exceed $6 billion, driven by early holiday shoppers and an increase in mobile commerce.
2. What percentage of Thanksgiving Day sales come from mobile devices?
In 2024, over 55-60% of all Thanksgiving e-commerce sales are expected to be made via mobile devices, emphasizing the need for mobile optimization.
3. How can personalization boost Thanksgiving e-commerce conversions?
Personalized product recommendations can increase Thanksgiving e-commerce conversions by 20%, according to recent reports, as shoppers respond positively to tailored experiences.
4. Why is free shipping crucial for Thanksgiving e-commerce sales?
Offering free shipping is a major driver of conversions during Thanksgiving, with 80% of shoppers indicating that free shipping is a key factor in their decision to complete a purchase.
5. How does email marketing influence Thanksgiving Day sales?
Email marketing drives 25% of all Thanksgiving Day conversions, particularly when campaigns are personalized and offer early access to exclusive deals.