According to Adobe, click-and-collect orders grew 50% during the 2018 holiday season, underscoring the synergistic effect of growing consumer demand and improved operational execution by retailers. Moreover, the desire for package security amid the rise of holiday “porch piracy” and the premium on immediacy as Christmas approaches, compel many shoppers to opt for click-and-collect specifically during the holidays, said Adobe researchers.
September 2019 research from Field Agent indicated that 51% of online shoppers consider themselves very likely or completely likely to use click-and-collect this season. Q4 2018 data from OrderDynamics indicated that retailers with at least 251 locations were most likely to have click-and-collect (42.9%), while those with at least 100 locations were about half as likely to have it. Shoppers are more likely to have already used click-and-collect at these stores and value the convenience of this option.
Rakuten Intelligence data from the 2018 holiday season underscores how this effect manifests in the lead-up to Christmas. Between December 17 and 20, Walmart, Target, Best Buy and Kohl’s had a combined daily market share of 9.2% to 9.5% during those days. During each of the next four days leading up to Christmas, their combined share reached double digits, peaking at 13.2% on December 23.
With the likelihood that unfulfilled gift purchases linger closer to the Christmas deadline, these late-season market share gains should become even more concentrated to wrap up the 2019 online holiday shopping season.