The 2023 holiday season showcased strong momentum in partner marketing channels, with a notable 19% year-over-year (YoY) growth during the four days leading up to Thanksgiving. This shift towards earlier consumer engagement highlights the importance of strategic planning before the traditional Cyber 5 period. Cyber Monday, however, remained a key driver with a 12% YoY increase in activity, mainly driven by higher average order values (AOV). Mobile shopping and new customer acquisition also played a critical role in holiday performance, reflecting the dynamic shifts in consumer behavior and marketing strategies.
Mobile purchases saw a modest 2% growth, while new customer revenue increased by 7%, particularly during Black Friday and the post-Christmas period. Brands responded to these trends by increasing spend in the partnership channel by 11% compared to the previous year, capitalizing on the need for enhanced visibility during the peak season. The continued rise of e-commerce and mobile engagement, along with the need for new customer acquisition has positioned partner marketing as a vital component in driving both early and sustained holiday success.
Holiday e-Commerce Growth, Mobile-first Strategy, and the Rise of AI
Looking ahead to the 2024 holiday season, U.S. retail e-commerce sales are projected to reach $271.58 billion—a 9.5% increase from 2023—with mobile commerce expected to contribute nearly 28% to this growth. With more consumers shopping on their phones, mobile optimization will be critical for retailers aiming to capitalize on this trend. Nearly 27% of U.S. and UK adults plan to start their holiday shopping in October, giving brands an extended window to capture early sales before the peak period.
The increasing use of artificial intelligence (AI) is also transforming holiday shopping experiences. AI-powered tools enable consumers to discover and compare products more efficiently, making personalized recommendations and dynamic pricing strategies essential for retailers seeking to win over tech-savvy shoppers. Brands that leverage AI for customer engagement and streamlined mobile shopping will gain a competitive edge during the holiday rush.
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