Shoppers returned fewer items after the start of the holiday shopping season rush, according to figures from Adobe Analytics.
Returns fell 2.5% from Nov. 1 to Dec. 12 compared to the same period in 2024. In the seven days after Cyber Week, returns were down 0.1%, according to Adobe Analytics’ first batch of return data for the season.
Adobe Analytics analyzed direct commerce transactions online and more than 1 trillion visits to U.S. retail sites over 100 million SKUs, and 18 product categories.
The figures show that consumers like to buy on mobile devices, but turn to desktop computers for returns. So far this season, 39.1% of returns were on a mobile device, while 52.4% of overall online spending was by mobile.
Returns are expected to peak in the final week of December after the Christmas holiday. From Dec. 26 to Dec. 31, returns are expected to rise by 25% to 35% compared to levels in the season. Returns are also set to remain elevated through the first two weeks of January, up 8% to 15%. That final week of the year is known for returns. Last year, 1 out of every 8 returns in the 2024 holiday season took place between Dec. 26 and Dec 31, according to Adobe Analytics.
More than half of Americans participated in the shopping blitz that began on Black Friday and continued through Cyber Monday, with consumers spending $16 million every minute during peak hours, according to Adobe Analytics.
The National Retail Federation reported a record 202.9 million consumers opened their pocketbooks during the five-day seasonal shopping spree, according to the annual consumer survey. That’s up from 197 million shoppers last year and above the previous record of 200.4 million set in 2023. The total also exceeds NRF’s initial expectations of 186.9 million shoppers over the holiday weekend.
The National Retail Federation has projected retail sales in November and December will grow between 3.7% and 4.2% over 2024, with total spending between $1.01 trillion and $1.02 trillion – a potential record. Last year’s holiday sales rose 4.3% over 2023 to reach $976.1 billion.
“American consumers may be cautious in sentiment, yet remain fundamentally strong and continue to drive U.S. economic activity,” NRF President and CEO Matthew Shay said. “We remain bullish about the holiday shopping season and expect that consumers will continue to seek savings in nonessential categories to be able to spend on gifts for loved ones.”
