Mobile is 63% of Thanksgiving spend: build 9:16 product video first

Adobe's holiday forecast puts mobile at 63% of Thanksgiving Day online spend, up from 61.6% in 2025, and at 57.4% of the whole November-December season. If most buyers see your product clip on a phone, the vertical version is the master and the wide one is the adaptation. Sume's Seedance 2.5, Kling 3 and other video models take an aspect ratio and a packshot, so you can generate the 9:16 first and check the rest against each marketplace's limit.

What the forecast supports

The forecast supports one narrow decision: where to start. It does not say that vertical video converts better on your listing page, and it makes no claim about ad performance.

Vertical first, then derive

Generate or animate the clip at 9:16 with the product centered, since cropping a wide frame to vertical tends to cut the product at the edges while the reverse adds padding you control. Keep the product inside the middle of the frame so a later crop to 4:5 or 1:1 still shows it.

Shopify's file page lists 16:9, 9:16, 4:3, 3:4 and 1:1 as its recommended video aspect ratios, so a 9:16 master is accepted for a product page as is. Other marketplaces differ; Amazon's Sponsored Products video guide recommends 16:9, so that placement needs a wide cut.

• Render the 9:16 master first and review it on a phone.
• Put captions on with the standalone captions endpoint for sound-off viewing.
• Make 1:1 or 16:9 variants only for placements that require them.

Limits

Mobile share describes where money is spent, not which creative wins. A model's output is also not guaranteed to keep packaging text legible, so look at the finished frame at phone size before you publish. Adobe's numbers are a forecast for U.S. online sales and may not match your market.