Adobe预测，今年假日线上购物支出将同比加速增长8.4%，达到2410亿美元，相较去年仅增长4.9%和2022年增长3.5%的表现有明显提升。
Adobe表示，此增长部分归因于消费者对价格/价值的关注以及价格敏感性的增强。商家也积极利用移动端冲动购买行为，并在较短的假期前期推出早期促销活动以吸引消费者。
在与Adobe Digital Insights的会议后，瑞银进一步分析了假日购物预测数据。
Adobe预计，今年假期季的折扣幅度略低于去年。10月初的折扣约为8%，去年预期为5-10%；10月的Prime促销活动折扣最高达到16%，而去年为5-18%；10月底的折扣为10%，相较去年为5-10%。
值得注意的是，这是消费者广泛使用生成式AI工具对假日购物产生影响的第一个假期季。据瑞银数据，自一月以来，来自生成式AI的零售网站流量翻倍，推荐流量增长800%。每五位消费者中就有两位计划使用生成式AI工具进行假日购物，以找到最佳折扣并更轻松地筛选产品推荐。
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