Thanksgiving 2024 Delivers Record E-Commerce Sales Growth
Global Online Spending Hits $33.6 Billion
Thanksgiving 2024 marked a strong start to the holiday shopping season, with Salesforce reporting $33.6 billion in global online sales - a 6% increase year-over-year. Key regional performances include:
- United States: $8.1 billion (8% YoY growth)
- Europe: 10% YoY growth
Adobe’s separate analysis of U.S. spending showed even stronger growth at $6.1 billion, up nearly 9% from 2023’s $5.6 billion.
Mobile Shopping Dominates Thanksgiving Day
With physical stores closed and families gathered, mobile devices became the shopping tool of choice:
- 72% of all orders occurred on mobile devices (Salesforce)
- 59.5% of U.S. online sales came via mobile (Adobe)
- $3.6 billion spent through mobile in U.S. (10.5% YoY increase)
Discounts Drive Consumer Spending
Retailers leveraged aggressive promotions to combat economic uncertainty:
- Average U.S. discount: 27% off listed prices
- Minimal price increases: Just 2% YoY growth in average selling price
Cyber Week Expansion Continues
The holiday shopping period has evolved beyond single-day events:
- Cyber Week (starting Tuesday) saw:
- 7% global sales growth
- 14% U.S. sales growth
- AI adoption rising: 32% increase in retailer use of digital agents and GenAI tools
Methodology Notes
- Salesforce: Data from 1.5 billion consumers across Commerce Cloud, Marketing Cloud, and Service Cloud
- Adobe: Analysis of 1+ trillion visits to U.S. retail sites
“Holiday shopping momentum is building throughout Cyber Week with online traffic and sales on the rise,” said Caila Schwartz, Salesforce’s Director of Consumer Insights. “Shoppers are finally ready to make their holiday purchases and are flocking to their favorite sites via their mobile devices.”
Note: This story will be updated with Black Friday sales figures as they become available.
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