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The holiday shopping season kicks off with a record-breaking holiday shopping season as discounts drive online spending

To kick off the holiday shopping season, consumers took advantage of online retailers’ heavy discounts.

Adobe Analytics reports that Cyber Week, which includes Thanksgiving and Black Friday, saw record online spending. Cyber Week, from Thanksgiving to Cyber Monday, was worth $35 billion. This is a record and an increase of 4% over last year.

These numbers were driven by discounts across all categories. The highest deals included 34% off toys and 25% off electronics such as TVs and computers. 18% off apparel.

Vivek Pandya, an analyst at Adobe Digital Insights said that retailers made the right decision this season to drive consumer demand through heavy discounts, due to oversupply and a weakening consumer spending environment. It boosted online spending to levels higher than anticipated, which reinforced e-commerce’s role as a major channel to capture consumer interest and drive volume.

Adobe Analytics stated that Pokemon cards, Legos, and Hot Wheels were the top-selling toys.

The top gaming consoles were the PlayStation 5, Nintendo Switch, and Xbox Series X. Top games included FIFA 23, God of War Ragnarok and Madden 23, NBA 2K23, and Pokemon Scarlet & Violet.

The top-selling electronics were the Apple AirPods, Smart TVs, Apple AirPods, MacBooks, iPads, smartwatches, tablets, smartwatches, and instant pots.

Apparel was a hot topic, with sweaters, jackets, and shirts being the top-selling items.

Shopify, an e-commerce company, also had a record weekend with $7.5 billion in sales from worldwide independent businesses — a 19% increase year-on-year.

Adobe Analytics stated that even with inflation in the background, consumers were still motivated by the search for deals. Adobe Analytics stated that even though the company’s numbers aren’t adjusted for inflation, there would still be an increase in underlying consumer demand. Despite higher prices, the story has remained the same throughout the year. Thanks to their resilience to the pandemic, consumers have been willing to shop.

Matt Shay, president, and CEO of, the National Retail Federation, stated that there is “certainly a recognition of and concern about inflation and prices, but people are still spending.”

Adobe Analytics stated that e-commerce will account for roughly one out of five dollars spent this season on retail goods. Mobile purchases now account for half of all online sales.

According to an annual survey by Prosper Insights & Analytics and the National Retail Federation, 196.7 million Americans shopped online and in stores during the five-day holiday shopping period, which ran from Cyber Monday through Thanksgiving Day.

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