Price-Sensitive Shoppers Drove Online Sales Growth This Holiday Season [Video]

Online shoppers were set on saving money this holiday season, according to new data, but that didn’t stop them from spending.

Americans spent a record amount online this holiday season, according to Adobe Analytics. The company’s report echoed another from Salesforce, which recently published its own holiday spending recap. By Adobe’s count, online shopping topped $241 billion in the U.S. this November and December, 8.7% higher than last year. (The estimate doesn’t account for recent deflation in online prices that, if factored in, would make growth appear more pronounced, Adobe said.)

Digital sales ticked up even though Americans are “increasingly price sensitive,” Adobe said. Merchants that cut prices saw demand pick up by at least as much, the company said. Along with furniture and home goods, categories that saw significant discounts—including electronics and apparel—drove more than half of online sales, Adobe said.

Discounts on big-ticket items pushed people to buy, according to Adobe, which said top …