The 2024 holiday shopping season is set to be short and competitive, with significant shifts in consumer behavior driven by mobile devices, social commerce, and economic factors. Predictions indicate that mobile will account for 54% of online purchases, fueled by Gen Z's preference for mobile shopping and the convenience of major marketplaces. Despite optimistic forecasts projecting a 23% growth in holiday ecommerce, a more conservative estimate suggests a 5% increase, bringing total sales to around $271 billion. Email marketing is expected to grow by 25% as marketers seek to capitalize on the shorter shopping window. Social commerce is on the rise, with 40% of Gen Z shoppers likely to engage in it, particularly through platforms like TikTok. Additionally, the buy-now-pay-later (BNPL) option is projected to maintain its 9% share of online sales. AI predictions also highlight the growing importance of personalization and sustainability in consumer choices this holiday season.
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