Adobe anticipates maximum online sales growth in the U.S. for November-December holiday season since 2021

Sales at internet retailers in the United States during the winter holidays (November 1 to December 31) are expected to increase significantly from 2021, thanks to major discounts and a decrease in inflationary pressure, according to Adobe Inc.

Adobe expects sales growth of 8.4% year-over-year for this period – reaching $240.8 billion. In 2021, the increase was 8.6%.

This forecast by Adobe indicates that Americans are increasingly using websites and mobile apps instead of traditional stores for purchases. This trend is favorable for Amazon.com Inc., other e-commerce platforms, and retailers who have expanded their digital offerings in recent years, including Walmart Inc.

During a period of high inflation, consumers were shifting towards more affordable options across most categories of purchases. However, holiday discounts that can reach up to 30% will encourage them to buy more expensive electronics, home goods, and sports items, according to Adobe.

The company also notes that consumers are beginning to use chatbots like ChatGPT and other artificial intelligence tools for assistance with purchasing decisions, bypassing sites such as Google (owned by Alphabet Inc.) and Amazon, which may be overwhelmed with advertisements.

According to Adobe data, one in every five shoppers uses AI to find the best deals.

Deloitte LLP predicts that overall holiday sales, including traditional stores, will increase by 3.3% this year after a previous year-over-year growth of 4.3%.