And here’s an interesting nugget in the report: Of all dollars devoted to online holiday shopping, 76% will be spent on a mere 1% of products. Most of those, says Adobe, which analyzed social media and an inventory of 55 million products to arrive at its forecast, will be electronics—60%, followed by gift cards at 10%. Less expensive items fill out the remainder.
“Even if it’s just 1%, it still represents [hundreds of] thousands of products so it’s hard to bucket them all,” a representative tells Quartz.
The firm’s analysis points to wearables, TV players, game consoles, video games, tablets, and TVs as the top electronic purchases this season.
We can also expect more people to shop from the dinner table on Thanksgiving. Adobe predicts 51% of visits to shopping sites to come from mobile, surpassing desktop for the first time during this holiday. With more retailers hoping to get a jump start on their competitors, Thanksgiving Day is projected to see the biggest increase in sales, up 18% from 2014, compared with Black Friday and Cyber Monday.
All those deals will mean more competition, which means having to act quick—because by the time Cyber Monday rolls around, out-of-stock inventory will peak. The firm predicts incidents where customers find an item is out of stock will increase 116% on Cyber Monday.
