2019年感恩节电商销售额比2018年增长14%,迄今销售额已达4.7亿美元—文章来自TechCrunsh(一个美国科技类博客)
2019 Thanksgiving e-commerce sales show 14% rise on 2018, $470M spent so far – TechCrunch
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2019-11-29 13:47
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With popular social networks seeing some downtime, most shops closed, and many people off work today for Thanksgiving, bargain hunters are flocking online to start their holiday shopping.

随着流行社交网络出现停工期,许多商店关门,许多人因为感恩节而不上班,海淘族在网上开始了他们的假日淘货。

Adobe says that as of 2pm Pacific time, $2.1 billion had been spent online, up 20.2% on the same period a year ago.

Adobe显示,截至太平洋时间(美国西部标准时间)下午2点,在线消费达21亿美元,同比增加20.2%。

That shows that as the day went on, sales accellerated. Prior to that, at 10am Adobe said $470 million has been spent online, a rise of 14.5% compared to sales figures from the same time last year. Overall, sales patterns are largely on track to hit Adobe’s prediction of $4.4 billion in sales today.

这表明,销量在随时间的推移而增加。在此之前,Adobe显示在早上十点网上销售额已达到4.7亿美元,同比增长了14.5%。总体而言,今天的销售规模很大可能会达到Adobe预测的44亿美元。

Over at Shopify, as of 11.30 Pacific time, the e-commerce backend provider noted that it was seeing around 4,500 transactions per minute, working out to just under $400,000 spent each minute.

截止美国西部标准时间,电子商店Shopify的后端提供商指出,每分钟大约有4500笔交易,每分钟成交额近40万美元。

Within that, some 66% of all sales were being made on mobile devices, with apparel and accessories the most popular category, and New York the top-selling city. Average cart price has been $78.66.

其中,大约有66%的销售额来自移动端,其中最受欢的商品类目是服装和配饰,纽约市销售额最高的城市。平均每货箱价格为78.66美元。

Adobe Analytics tracks sales in real-time for 80 of the top 100 US retailers, covering 55 million SKUs and some 1 trillion transactions during the holiday sales period. Shopify, meanwhile, uses data from across the range of online retailers that use Shopify APIs to run their sales.

Adobe Analytics实时追踪美国前100家零售商中的80家的销售额,涵盖了5500万库存单位和约1亿笔节日销售期间的交易。与此同时,Shopify使用Shopify应用程序接口去在众多网上零售商中的数据去经营销售。

Black Friday (the day after Thanksgiving) used to be seen as the traditional start to holiday sales, but consumers spending time at home on Thanksgiving itself are increasingly coming online — on a day when most brick-and-mortar stores are closed — to get the ball rolling.

黑色星期五(感恩节后一天)在过去被当做是假日销售的开始,但是越来越多的消费者的感恩节是在家上网度过—在大多数实体店都关门的日子里—开始这项活动。

This year, Thanksgiving is coming a week later this year than in 2018 (when it fell on the 22nd of the month), which will make for a more compressed, and potentially more frenzied, selling period.

今年的感恩节(于本月22日)将比2018年晚一周到来,这将使销售期更加紧张,可能也会更加疯狂。

As Sarah pointed out yesterday, many retailers this year made an early jump on their Black Friday deals, and so far some $53 billion has been spent in the month of November up to today. This year’s holiday sales overall are predicted to hit nearly $144 billion.

正如莎拉昨天所指出的,今年许多零售商的零售额在黑色星期五交易中提前大涨,十一月迄今,销售额已经达到530亿美元。今年的假日总零售预计达到近1440亿美元。

We’ll be updating this post with more figures as they come in.

我们将会第一时间更新更多的数据。

As a point of comparison, in 2018, online sales hit $3.7 billion, according to Adobe’s analysis.

根据Adobe的分析,相较之下,2018年的网上销售额达到37亿美元。

Adobe notes that in the $53 billion spent so far this month, all 27 days in November have surpassed $1 billion in sales. Eight days passed $2 billion, and yesterday saw $2.9 billion in sales. That was up 22% on a year ago, which either points to increased sales overall, or simply that the strategy of extending “holiday” shopping to start earlier and earlier is paying off for retailers.

Adobe指出,本月以来直到今天花费的530亿美元中,十一月的27天里销售额超过10亿美元,8天销售额超过了20亿美元,昨天销售额达到29亿美元。这比上年增长了22%,此增长率要么意味着整体销售额的增加,要么意味着延长“假日”购物开始时间的战略正在给零售商带来回报。

Another interesting insight is that some $18.2B in purchases have been made by smartphones this month, which is up 49.5% compared to last year.

另一个有趣的发现是,这个月智能手机的销售额约为182亿美元,同比增长49.5%。

“The strong online sales performance to-date suggests that holiday shopping starts much earlier than ever before. Steep discounts on popular items like computers on the day before Thanksgiving indicate that many of the season’s best deals are already up for grabs. This has led to significant growth in online sales (16.1% YoY increase) so far. What will be important for retailers to track is whether the early discounts will drive continued retail growth overall, or if they have induced consumers to spend their holiday budgets earlier,” noted Jason Woosley, vice president of commerce product & platform at Adobe.

Adobe商务产品和平台副总裁Jason Woosley指出:“迄今为止强劲的在线销售表现表明,假日购物的开始时间比以往任何时候都要早得多。许多像电脑等优惠力度很大的热门商品在感恩节前一天已经开始抢购。到目前为止,这导致了在线销售的显著增长(同比增长16.1%)。对于零售商来说重要的是,早期的折扣是否会推动整体零售业的持续增长,或者是否会使消费者更早地花掉假期预算。”

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