The 2020 holiday season’s unprecedented ecommerce surge helped total US retail spending remain positive, setting the tone for healthy outlook for 2021 holiday season growth.

The 2020 US holiday season, set amid the backdrop of a pandemic-driven consumer economy, will see an unprecedented shift to ecommerce.

Amazon Prime Day promises to be different in 2020 amid the backdrop of a pandemic, major shifts in consumer spending patterns, and a later-than-usual event timing.

eMarketer principal analyst Andrew Lipsman and senior forecasting analyst at Insider Intelligence Cindy Liu speak about innovations in ecommerce and how technology is creating a frictionless experience for online shoppers. They discuss the jump from fast to free shipping, what drone deliveries could potentially look like, and dive into the many facets of click and collect. They also explain the downsides of frictionless commerce and how businesses can overcome those hurdles.

Frictionless commerce, a trend permeating many facets of the customer journey today, leverages technology to improve the retail experience by saving people time and hassle. And arguably the most competitive battleground in frictionless commerce is in fast and free ecommerce delivery.

The 2019 holiday season posted modest retail sales growth amid a strong consumer economy but challenging calendar. With more economic risks ahead, the 2020 season may be even more challenged for growth.

Most consumers want a product delivered the second they order it, and Amazon is betting on that behavior to drive more sales by offering free one-day shipping on Prime-eligible products. An October 2019 CivicScience survey found that a plurality of US internet users would rather order a low-cost item (less than $5) via Amazon than buy it in-store.

Positive US macroeconomic conditions will contribute to the first-ever $1 trillion holiday season, but retailers facing a series of headwinds should pay attention to seven key trends that will determine their ultimate success.

As powerhouses like Amazon, Walmart and Target roll out same-day or one-day shipping initiatives, it can be difficult for smaller retailers to keep up. But with the holiday season around the corner, it’s important for retailers to understand that while fast shipping is a key consideration, free shipping is often a requirement.

Three in five US internet users say they've purchased clothes, shoes or accessories online in the past month, according to an April 2019 eMarketer survey conducted by Bizrate Insights. That figure climbs to 68% for females as well as younger consumers (ages 18 to 34).

Email is the most popular method for internet users worldwide to stay in touch with retailers, according to a January 2019 survey from omnichannel retail management company iVend Retail. This tops the number of respondents who say they want brands to communicate with them on apps or through social media.