
Salesforce Data Reveals Record-Breaking $1.2 Trillion in Online Holiday Spending
Salesforce (NYSE: CRM), the world’s leading AI CRM provider, has revealed that global holiday retail sales hit an all-time high of $1.2 trillion, with $282 billion in sales coming from the United States alone. However, despite the impressive sales figures, high return rates could negatively affect profit margins.
The company’s report highlights that mobile and social commerce played a pivotal role in driving sales during the 2024 holiday season. Consumers also increased spending after months of saving earlier in the year. Nevertheless, a concerning $122 billion worth of merchandise has already been returned, marking a 28% rise in return rates compared to 2023. While this return surge may dampen profits, it presents an opportunity for retailers to leverage AI and agents to reduce losses and re-engage with customers.
“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.”

The report, which analyzed data from over 1.5 billion shoppers and 1.6 trillion page views on the Salesforce platform, offers insights into consumer behavior and trends during the season:
1. Online Sales and Growth: Global online sales reached a staggering $1.2 trillion, marking a 3% year-over-year increase, while U.S. sales grew by 4%. The European Union saw a 1% growth in online sales.
2. The Role of AI and Agents: AI and agents influenced $229 billion in global online sales, or 19% of all holiday purchases. This represents a 6% increase from 2023. The use of generative AI features, like agents, surged by 25% compared to September and October of 2024. Additionally, shoppers utilized AI-powered chat services 42% more than the previous year.
3. Returns Surge: Returns have seen a significant increase, with more than $122 billion worth of purchases being returned. This is partly due to trends like “try-on hauls” and bracketing (buying multiple sizes). Salesforce forecasts that this number will increase to $133 billion. A recent survey found that 75% of U.S. shoppers are open to using AI agents for returns and exchanges, with one-third being very interested in this option.
4. Social Commerce Expansion: Social commerce emerged as a key player in driving sales, with 20% of global holiday sales coming from platforms like TikTok Shop and Instagram. Social media also drove 14% of all traffic to e-commerce sites, growing 8% year-over-year.
5. Mobile Conversion Rates: Mobile traffic remained steady at 79% globally, but mobile orders grew to 70%, up from 67% in 2023. On Christmas Day, mobile orders reached 79% of all sales. Salesforce also found that 79% of U.S. shoppers interacted with store associates using mobile devices to assist with in-store shopping.
6. Discounts and Loyalty Programs: The average discount rate during the holiday season was 23% in the U.S. and 22% globally. The highest discounts were seen in makeup (36%) and general apparel (30%). Despite a lack of aggressive discounting, loyalty programs proved to be a key strategy for retention, with 72% of U.S. shoppers saying that loyalty programs made them more likely to continue purchasing from a brand.
Salesforce’s Impact on the 2024 Holiday Season: Salesforce powered numerous brands and retailers during the holiday season. The Commerce Cloud enabled over 220 million online orders, while the Marketing Cloud facilitated more than 378 billion marketing messages, a 5% increase from the previous year. Service Cloud managed nearly 33.3 billion customer service interactions, and Data Cloud processed over 8.5 trillion records, helping retailers take action across various platforms.
Einstein, Salesforce’s AI engine, delivered more than 368 billion product recommendations, a 30% increase from 2023, providing personalized experiences for shoppers.
The Future of AI in Retail: As return rates continue to climb, AI-powered tools will play an even greater role in the retail sector. The ability to automate and personalize the returns process, alongside targeted recommendations and customer support, will be crucial for retailers seeking to improve profitability in 2025.
Salesforce’s survey indicates that a majority of shoppers are eager to embrace AI-driven returns processes, underscoring the potential for these technologies to shape the future of retail. As businesses prepare for the new year, they will need to focus on minimizing return-related losses and enhancing customer engagement to ensure continued growth.
Methodology: Salesforce’s insights are based on aggregated data from over 1.5 billion global shoppers across 89 countries, with a focus on key markets like the U.S., Canada, the U.K., Germany, France, and more. The company’s platforms, including Commerce Cloud, Marketing Cloud, and Service Cloud, powered the analysis, offering valuable insights into the current state of digital commerce.
About Salesforce: Salesforce is the world’s #1 AI CRM provider, offering AI-driven solutions that help organizations of all sizes reimagine their business. With its platform, including Agentforce, Salesforce enables companies to connect with customers in new ways, driving success through AI, data, and actionable insights. For more information, visit www.salesforce.com.