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12/18/2020

Salesforce: Digital sales shoot up post-Cyber Week

Dan Berthiaume
Senior Editor, Technology
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Global digital sales rose 45% during the first two weeks of December. 

According to new analysis from Salesforce, total digital sales for December 1 - December 14 hit $181 billion globally (up 45% year-over-year) and $39 billion in the U.S. (up 36% year-over-year). Global digital orders continued to grow as shoppers moved past the Nov. 26-30 Cyber Week period, peaking to 71% growth year-over-year on Saturday, Dec. 5 before slowing down on Monday, Dec. 7.

Salesforce data indicates digital sales during Dec. 1-14 grew 52% for retailers that offered curbside, drive-through and in-store pickup options year-over-year, compared to 36% for retailers without those options in the U.S. Retailers offering these options are also experiencing the most growth over the weekends, which Salesforce says is because U.S. shoppers pick up their orders when they likely have the most free time. 

The fastest-growing payment options from Nov. 26 – Dec. 14 were buy now, pay later financing options (90% year-over-year growth) and Apple Pay (85% year-over-year growth). According to Salesforce, consumers are looking to pay for big-ticket holiday gifts in installments and complete purchases from their phones and other electronic devices.

In another finding, Salesforce says post-Cyber Week discounts are not as steep as the ones offered during Cyber Week. The global average discount rate has dropped down to 18% on average for the first two weeks of December, which is similar to the discount rates offered in early November and is down from the 28% average global discount rate offered on Cyber Monday (Nov. 30).

“Consumers are scrambling to make online purchases as the shipping window quickly closes and carriers experience a significant strain on the system,” said Rob Garf, VP, strategy & insights, Salesforce. “With ‘shipaggedon’ upon us, those retailers offering flexible and contactless last-mile options like buy online pickup in-store, curbside pickup and drive-through are winning. Those retailers providing flexible and contactless fulfillment in the U.S. grew 44% higher than those that didn’t during the first two weeks of December. Retailers offering the convenience of ordering online with the confidence of getting the package on time will gain market share over the last few days leading up to Christmas.”