Survey: Holiday shoppers more mobile than ever

Mobile will drive more than half of Thanksgiving Day online shopping visits (51%) for the first time in 2015.

That is just one mobile-friendly statistic from the new Adobe 2015 Digital Index Online Shopping Predictions. The Index also forecasts mobile will account for close to a third (29%) of all holiday sales, a 12% increase from 2014. iOS will drive 22% of sales, Android just 7%.

Looking at another emerging customer engagement channel, Adobe predicts social media will drive 2% of referred visits (flat growth), with revenue per visit highest on Facebook ($1.24).

Digital holiday revenue overall looks strong. Cyber Monday will hit $3 billion for first time, a 12% increase from the prior year. Thanksgiving Day will grow fastest at 18% to $1.6 billion. Black Friday will come in at $2.7 billion. Americans will spend a total of $83 billion online this season, 11% more than in 2014.

However, on the supplier side, there will not be lots of holiday cheer to go around. Three-quarters (76%) of digital holiday spend will go to 1% of product SKUs. More than one-half of the 1% will be electronics (60%). Gift cards are second with 10%. [

Before Thanksgiving, prices will drop and products are more likely in stock (18% average discount on Saturday before for toys; 18% on Monday before for electronics). Come Thanksgiving, prices will be lowest overall (26% discount on average), but out-of-stock incidents will increase by 83% and peak Cyber Monday (116%).