More people are going to be shopping on their phones under the Thanksgiving dinner table this year

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More people are going to be shopping on their phones under the Thanksgiving dinner table this year

ThanksgivingThanksgiving dinner might be more busy with shopping than ever.AP/Orlin Wagner

  • Shoppers will take advantage of early Black Friday deals on their phones during Thanksgiving, according to a holiday forecast by Adobe Analytics.
  • Smartphones are predicted to drive 35% of all purchases on Thanksgiving. That's compared with only 30% on Black Friday and 25% on Cyber Monday.
  • Smartphones were the star of the show on Thanksgiving last year as well, driving nearly half of the traffic to retailers' websites.
  • Online shoppers are getting more comfortable with buying on their phones as retailers improve the checkout and browsing experience and add features like Apple Pay.

This Thanksgiving, more dinner guests than ever will be dipping under the table, looking for online shopping deals on their phones.

Smartphones are predicted to drive 35% of all purchases on Thanksgiving, according to a holiday forecast by Adobe Analytics. That's compared with only a 30% share on Black Friday and 25% on Cyber Monday.

That's good for a 20% increase in predicted revenue from customers shopping on smartphones on Thanksgiving, a steeper increase than the 16% increase predicted for both Black Friday and Cyber Monday, according to Adobe. 

Adobe smartphone shoppingAdobe

Adobe's predictions are derived from AI and machine learning using the company's data on trillions of retail website visits and transactions from 80 of the top 100 online retailers. Adobe also made use of a survey of more than 1,000 US consumers.

Smartphones were also the star of the show on Thanksgiving last year, driving nearly half of the traffic to retailers' websites — a 17% increase from 2016. 

Smartphone shopping is a big opportunity for retailers, as the devices are predicted to be the biggest traffic drivers to retailers' websites, at 48.3%, but still drive only 27.2% of revenue from shoppers actually completing purchases, according to Adobe.

Signs point to shoppers becoming increasingly comfortable with shopping on their phones, however. Revenue for online retailers will grow 11.6% year-over-year during the holiday season, according to Adobe. 

One explanation for the increase is a proliferation of retailer apps, which make shopping and checking out easier on smaller devices. Many also incorporate features like Apple Pay, which make checkout as easy as unlocking your phone.

Overall, retailers are likely to see a healthy amount of growth online for the holiday season. Adobe is predicting that $124.1 billion will be spent online for a 14.8% growth over last year's number for November and December.

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