2020 is biggest holiday season for digital sales: Salesforce

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Salesforce, a U.S. leading company in CRM (Customer Relationship Management), on Tuesday released its 2020 Holiday Shopping Report, showing a 50 percent increase in digital spend over the 2019 shopping season.

The figure made the 2020 shopping season one of the biggest digital holiday shopping seasons to date. Consumers spent 1.1 trillion U.S. dollars online worldwide and 236 billion dollars in the United States, compared to 723 billion dollars worldwide and 165 billion dollars in the United States in 2019, the report said.

According to the report, total Cyber Week digital sales reached 270 billion U.S. dollars globally and 60 billion dollars in the United States, while the first two weeks of December accounted for 181 billion dollars in global sales and 39 billion dollars in the United States.

Retailers offering curbside and other pickup options grew almost twice as fast as those that didn't. U.S. retailers that offered these options increased digital revenue by 49 percent on average year-over-year, while retailers that didn't only saw 28 percent average growth.

The report also found that consumers were more likely looking to pay for big-ticket holiday gifts in installments in 2020. "Buy now, pay later usage saw a year-over-year increase of 109 percent, with the biggest increase taking place the week before Christmas," the report said.

Sporting Goods and Home Goods were the hottest product categories: Revenue for Sporting Goods grew 108 percent compared to the previous year, Home Goods grew 89 percent and Food and Beverage kept pace with 80 percent growth. Active Apparel (35 percent), Footwear (39 percent) and General Apparel (40 percent) experienced the least growth in revenue this holiday season, according to the report.

"The 2020 holiday season was defined by the pandemic and forced retailers and brands to innovate quickly with the introduction of services like curbside pickup, virtual concierges and a focus on social, messaging and live streaming to reach shoppers in new ways," said Rob Garf, Vice President of Industry Strategy for Retail at Salesforce.

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