By techycrunchy 
Thanksgiving has traditionally marked the beginning of the critical holiday sales season, and early data suggests a strong year for e-commerce in 2024. Both Salesforce and Adobe Analytics have released promising figures showcasing growth in online sales across key markets.
Key Highlights
- Global Online Sales (Salesforce):
Thanksgiving online sales hit $33.6 billion, a 6% increase year-over-year (YoY).- U.S. Market: Sales grew 8% to $8.1 billion.
- Europe: Outpaced the global average with a 10% YoY increase.
- U.S. Online Sales (Adobe):
Shoppers in the U.S. spent $6.1 billion, up from $5.6 billion in 2023—a growth rate of nearly 9%.
Comparison: Salesforce vs. Adobe Analytics
- Salesforce: Tracks data from 1.5 billion consumers across its Commerce, Marketing, and Service Clouds globally.
- Adobe: Analyzes over 1 trillion visits to U.S. retail websites.
Despite differing methodologies, both firms highlight a solid recovery compared to the sluggish Thanksgiving sales of 2023, where growth hovered around 1–5.5%.
Driving Factors Behind the Growth
- Heavy Discounting to Entice Shoppers:
- Average Discount in the U.S.: 27% off listed prices (per both Adobe and Salesforce).
- Despite these deals, Salesforce noted a modest 2% YoY increase in average selling prices, reflecting price sensitivity among consumers.
- Improved Consumer Confidence in Key Markets:
- Europe’s 10% sales jump suggests resilience despite economic challenges.
- Early Holiday Shopping Trends:
- Retailers have actively encouraged earlier shopping to ease supply chain bottlenecks, spreading demand over a longer period.
Looking Back: 2023 Slump
- Last year’s Thanksgiving sales showed only 1% growth globally (Salesforce) and 5.5% growth in the U.S. (Adobe).
- In 2024, the rebound highlights improved consumer willingness to spend, albeit with significant discounts driving demand.
As Black Friday and Cyber Monday data rolls in, these strong Thanksgiving numbers indicate momentum for a robust holiday season. However, price sensitivity and deep discounting highlight the delicate balancing act retailers face in navigating economic uncertainties while driving sales growth.