E-commerce strategies like in-store pickup and special holiday messaging can boost small businesses' sales this season, according to Adobe's analysis of over 1 trillion retail-site visits

christmas shopping

  • Online customers spent a whopping $7.4 billion on Black Friday
    and $3.6 billion on Small Business Saturday, according to
    e-commerce analytics from Adobe
  • The majority of increased sales went to large sellers, but
    small sellers more than doubled their revenues on Saturday compared
    with their daily average.
  • Large and small retailers who target their messaging, set sale
    deadlines, and enable online purchases to be picked up in store are
    seeing the greatest increases this year.
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Holiday shoppers are expected to spend nearly $144 billion
online this year, according to the
e-commerce analytics from Adobe
, with $11 billion of those
sales occurring on Black Friday and Small Business Saturday.

Adobe is monitoring this season’s online shopping in real time,
and its retail forecasts are based on 2018 sales data from more
than 1 trillion visits to retail sites. The company says its
analysis is the largest of any tech firm, covering 80 of the top
100 top online retailers.

According to the data, large retailers are outperforming smaller
ones, but the remaining holiday shopping season leaves ample room
for small businesses to adjust their e-commerce strategy and
increase their share of this year’s record-setting sales.

Here are three priorities small retailers can act on now, based
on the numbers.

Refine and target your messaging

Direct traffic, emails, and social networks are significant
traffic drivers for small e-commerce sites. Small sellers can use
better messaging across those traffic channels to improve their
conversion of traffic into sales.

According to the data, large retailers do a better job of
presenting holiday-specific messaging to their customers, which
helps them convert at a rate of 32% compared with 23% for small

Consumers surveyed by Adobe said they shop at smaller retailers
to find high quality products, unique selection, and a special
experience. Updating your home page, emails, and social posts to
highlight these features could help boost sales for small

Offer in-store pickup

Online shoppers are increasingly opting to pick their products
up in store, which presents another significant opportunity for
small retailers.

Over 46% more sales were bought online and picked up in person
this year over last year, and those numbers are forecast to
continue rising as Christmas approaches. Adobe expects in-store
pickup revenues to double in the week before Christmas.

Small retailers may need to adjust their hours, staffing, and
stockroom plans to accommodate these customers, but the trend
suggests that demand is growing. Plus, more than 80% of consumers
surveyed said they will shop for additional items when picking up
their online orders from a store.

Use deadlines and incentives wisely

One remarkable finding in the Adobe analysis is the hourly
breakdown of earnings on big days like Cyber Monday. The highest
earning hours are between 7 and 11 p.m. PT, which the report
interprets as buyers racing to catch a fleeting deal before it

Small businesses can use the lessons of Cyber Monday by offering
specific discounts with clear deadlines. Loyalty programs and other
time-sensitive perks like free or expedited shipping could also
help boost sales during this period.

And for brick-and-mortar sellers, combining smart deals with a
robust messaging strategy and in-person pick-up incentives, could
turn online traffic into foot-traffic.

While half of the projected holiday spending is already done,
there’s still plenty of time this season to step up small business
sales and finish the year on a strong note.

You can read the full report here.

ways retailers can make the most of Shop Small Saturday and extend
their success to the rest of the year

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E-commerce strategies like in-store pickup and special holiday messaging can boost small businesses' sales this season, according to Adobe's analysis of over 1 trillion retail-site visits