Paid search helps drive record-breaking $241.4 billion holiday season: Report – Search Engine Land
The 2024 holiday shopping season marked a pivotal shift in consumer behavior, with paid search leading the way for retail sales, according to Adobe. Smartphones became the dominant platform for online purchases while generative AI emerged as a significant shopping assistant.
Channel wins. Paid search led holiday retail sales with 29.7% revenue share (up 1% YoY), while affiliates and partners, including influencers, saw stronger growth at 17.6% (up 6% YoY), significantly outperforming social media traffic.
Influencers proved highly effective, converting shoppers 9x more than social media overall, with 37% of Gen Z making purchases based on their recommendations
By the numbers:
- Total online spending: $241.4 billion (up 8.7% YoY)
- Paid search revenue at 29.7% (up 1% YoY)
- Mobile shopping share: 54.5% of transactions (up from 51.1% in 2023)
- Buy Now Pay Later spending: $18.2 billion (up 9.6% YoY)
- AI chatbot retail site traffic: Up 1,300% YoY
The big picture. Three categories drove more…
The post Paid search helps drive record-breaking $241.4 billion holiday season: Report – Search Engine Land first appeared on One SEO Company News.
source: https://news.oneseocompany.com/2025/01/10/paid-search-helps-drive-record-breaking-2414-billion-holiday-season-report-search-engine-land_2025011059813.html
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