“This holiday season will see a continuation of the channel-shift to ecommerce, as shoppers look to avoid crowds and minimize their number of in-person shopping trips,” said Andrew Lipsman, eMarketer principal analyst at Insider Intelligence. “With these huge gains expected, there’s growing concern around the potential for ‘shippageddon,’ where high package volumes overwhelm logistics capacity and result in deliveries arriving after Christmas. We believe that shoppers will pull forward more of their purchases than they typically do and shift ecommerce buying to click-and-collect orders over the last 10 days of the season to prevent these scenarios.”
The Cyber Five promotional period—Thanksgiving Day through Cyber Monday—will continue gaining share of the total holiday ecommerce pie, rising slightly this year to capture 20.5%. We forecast that Cyber Five ecommerce sales in the US will bring in $39.10 billion in 2020, up 39.6% from 2019.