EP060 - Holiday Preview w/ Adobe's Tamara Gaffney
Tamara Gaffney is the Principal Analyst and Director for Adobe Digital Insights (ADI). ADI aggregates data from all of adobe's products and customers, and is able to provide insight about various markets. In particular, Adobe Analytics (formerly Omniture) is used by over 5400 e-commerce sites, representing 55m skus, and tracking $7.50 out of every $10 spent on e-commerce in North America.
Adobe is forecasting that e-commerce will grow 11% this holiday season (November and December). This is a lower forecast than a number of other sources:
- eMarketer: 17% e-commerce, 3.3% all retail
- Deloitte: 17-19% e-commerce, 4% all retail
- NRF: 3.6% all retail (no e-comm breakout)
- Comscore: 16-19%
- Forrester: 13%
Tamara attributes the lower forecast to slower spending coming out of the US election. In particular heavily populated states like New York and California that strongly supported Hillary Clinton (who ultimately lost the election), are spending at a much lower rate than the forecast models would predict. So far this represents over $800M in lost e-commerce spending (as of Nov 17th), that Adobe believes will negatively effect the overall holiday season.
We also discussed mobile, omni-channel, singles day, and a variety of other interesting topics.
You can follow the Adobe Digital Insights website, and subscribe to their newsletter for frequent updates throughout the holiday season.
Don't forget to like our facebook page, and if you enjoyed this episode please write us a review on itunes.
Episode 60 of the Jason & Scot show was recorded on Thursday November 17, 2016.
Join your hosts Jason "Retailgeek" Goldberg, SVP Commerce & Content at Razorfish, and Scot Wingo, Founder and Executive Chairman of Channel Advisor as they discuss the latest news and trends in the world of e-commerce and digital shopper marketing.