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Holiday Shoppers Spend a Record $1.2T Online, Salesforce Data Shows

Salesforce

Salesforce, the world’s #1 AI CRM, revealed new data showing holiday retail sales surged to a record $1.2 trillion globally and $282 billion in the United States, but high returns could dampen overall profit margins.

The report indicates that the better-than-expected holiday shopping season was powered by surges in mobile and social commerce alongside increased consumer spending after months of saving in the first half of 2024. However, shoppers have already sent back $122 billion in merchandise. Both consumers and retailers leaned into the use of AI and agents to enhance holiday shopping experiences through product recommendations and personalized order support, influencing $229 billion – or 19% – of all online orders.

“Retailers had a robust holiday season, but a 28% rise in the rate of returns compared to last year is a cause for some concern,” said Caila Schwartz, Director of Consumer Insights at Salesforce. “Retailers who have embraced AI and agents are already seeing the benefits, but these tools will be even more critical in the new year as retailers aim to minimize revenue losses on returns and reengage with shoppers.”

Top Salesforce 2024 holiday shopping insights (Nov. 1 – Dec. 31, 2024)

Salesforce data, based on an analysis of 1.5 billion shoppers and 1.6 trillion page views across the Salesforce Platform, highlights trends that shaped the holiday season, including:

Online sales and order growth reached new peaks:

Retailers harness the value of AI and agents:

The rate of returns rapidly increases:

Social commerce grows its influence on shoppers:

Mobile conversion picks up the pace:

Retailers offer modest discounts:

Salesforce powered the 2024 holiday season

Brands and retailers around the world found success with Salesforce this holiday season:

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