Americans spent more than $2B on Labor Day, and 25¢ out of every $1 were spent via a smartphone. Adobe Digital Insights reports on this and more Back to School shopping insights in this smaller version of their recurring Digital Dollar report. This report uses aggregate and anonymized data from the Adobe Analytics Cloud to develop insights on online retail and economic trends.

2. BACK TO SCHOOL AND LABOR DAY | SEP 2018
Labor Day Surpasses Expectations: First Holiday to Surpass $2B Outside of
Nov-Dec Season
*ADI Consumer Electronics Report (Jan, 2018)
• Strong US consumer confidence and
sentiment has put Labor Day at an
exceptional 23.4% YoY growth
• Labor Day is the first holiday ever outside
of the November 1st- December 31st
season to surpass $2B in online spending.
• According to last year’s trends Labor Day
is a strong indicator of Holiday
Performance.

3. BACK TO SCHOOL AND LABOR DAY | SEPT 2018
Labor Day: Revenue Driven by Sales of Expensive Products
Top Products Sold
Electronics
Smart TVs
Smartphones
Laptops
Appliances
Refrigerators
Washing Machines
Dryers
Home & Garden
Mattresses
Grills
Consumers shop for larger and more expensive products on Labor Day, driven by steeper discounts by retailers on
high priced items

4. BACK TO SCHOOL AND LABOR DAY | SEP 2018
Back-To-School* Shopping Tops Predictions
$58.1B
were spent online during
back to school season
$38.5B
were spent on a desktop
$14.5B
were spent on a smartphone
$5.1B
were spent on a tablet
Survey respondents said they’d do 40% of their back-to-
school specific shopping online
*Online Shopping on July 23rd through September 5th

5. BACK TO SCHOOL AND LABOR DAY | SEP 2018
A Quarter Of All Back-To-School* Online Dollars Was Spent On A Smartphone
*Online Shopping on July 23rd through September 5th
• Smartphones are continuing to gain share
of consumers’ online shopping spend.
• We’ll see smartphones being more
relevant than ever in the upcoming holiday
season.
• Smartphone are continuing to use
smartphones more than desktops to visit
online retailers’ sites.

6. BACK TO SCHOOL AND LABOR DAY | SEP 2018
Consumers Can’t Get Away From Their Email Even On Labor Day
• A third of all online purchases were
started from consumers’ email
inboxes on Labor Day
• Search is at 40%, but 25% of
consumers still prefer to go directly
to their preferred site.

7. BACK TO SCHOOL AND LABOR DAY | SEP 2018
Desktops are Still the Go-To Device For Checking Out
• Consumers tend to prefer their desktops for
finalizing their purchase for a few reasons*:
• 40% say their smartphone’s screen is too
small
• 34% reported that the mobile website/app
are hard to navigate, 24% said they lack the
full functionality
• Even though most of the visits come from
smartphones, the majority of online revenue still
flows through desktops.
• Consumers make their larger purchases on their
desktops for the same reason.
1.24%
conversion on smartphone
3.37%
conversion on desktop
2.34%
conversion on tablet
$142
average basket size on
desktop
$111
average basket size on
smartphone
$125
average basket size on
tablet
*According to the ADI Digital Dollar Survey (May 2018)