“For merchants, this portfolio of connected devices represents an unprecedented opportunity to capture and convert consumers into customers wherever they are, and whenever they happen to be in the mood to make a purchase,” said Karen Webster of PYMNTS.com. “In fact, Adobe reported that 49 percent of online traffic on Black Friday was generated by smartphones, and the devices were used to turn 30 percent of all online purchases into sales.”

 This constant year-over-year migration from brick-and-mortar to online was evident as visits to physical retail stores was down for a fifth straight year, according to a Wall Street Journal report. However, the drop in 2018 wasn’t a steep drop-off from 2017 as consumers still use physical stores to purchase items they know are in stock or want to view an item prior to purchasing it online for a better price.
Nonetheless, as last minute shoppers flock to tick off the remaining gift recipients on their lists ahead of Christmas Day, the convenience of online retail still offers an attractive option.

“Weary holiday shoppers continue to look for alternatives to crowded stores, long lines and empty shelves in the final push to Christmas,” said Taylor Schreiner, director of digital insights at Adobe. “Retailers who can offer the easiest shopping experience, whether through excellent use of data to anticipate shoppers’ needs or by providing an option for picking up products at brick-and-mortar stores, are the ones people are flocking to this week.”

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