With retailers employing strategies to make the last few days up to Christmas lucrative, Salesforce reported global online sales for the 2024 holiday season from November 1 to December 15 reached $849 billion, up 4% year-over-year.
Although the gains so far this season have been substantial, retailers continue working to make the most of the days leading up to Christmas. They are using a host of new strategies, including AI agents and buy online, pick up in store (BOPIS), to sustain consumer spending momentum, the customer relationship management provider indicated.
As Christmas approaches, Salesforce predicts AI agents powered by customer data will encourage shoppers to hit the buy button by offering personalized engagements and support. Since Cyber Week, retailers have increased their use of AI and agents by 23%, Salesforce maintained, with AI on track to influence more than $200 billion in holiday sales.
Since November 1, AI has influenced 19% of all global online orders consumers made through actions such as customized promotions, order support and product recommendations. Businesses leveraging generative AI and agents for customer service during the holiday season have seen almost twice the engagement growth compared with those without such capabilities, Salesforce pointed out, at 38% versus 21%. AI is on track to influence more than $200 billion in sales for the full holiday season, a 12% advance year over year, Salefsforce noted.
BOPIS use will double the week before Christmas, Salesforce stated, as shoppers race to find last-minute gifts. The BOPIS option has become more popular as consumers avoid long lines and shipping deadlines they might otherwise encounter, Salesforce observed. BOPIS accounted for 21% of online orders in the week following Cyber Monday. Salesforce predicts for the weekend before Christmas, BOPIS orders will double compared to the rest of the season and account for about 40% of all online orders for retailers leveraging in-store fulfillment features.
