ComScore: Online Holiday Sales Up 15 Percent So Far

ComScore reported that retail e-commerce spending for the entire November – December 2011 holiday season reached $37.2 billion, marking a 15 percent increase versus last year and an all-time record for the season. Ten individual shopping days this season surpassed $1 billion in spending, led by Cyber Monday which ranked #1 for the second consecutive year at $1.25 billion.

















































2011 Holiday Season To Date vs. Seasonally Equivalent Days in 2010


Non-Travel (Retail) Spending


Excludes Auctions and Large Corporate Purchases


Total U.S. � Home & Work Locations


Source: comScore, Inc.


 


 


Millions ($)


2010


2011


Percent Change


November 1 December 31


$32,359*


$37,170


15%


Thanksgiving Day (Nov. 24)


$407


$479


18%


Black Friday (Nov. 25)


$648


$816


26%


Thanksgiving Weekend (Nov. 26-27)


$886


$1,031


16%


Cyber Monday (Nov. 28)


$1,028


$1,251


22%


Green Monday (Dec. 12)


$954


$1,133


19%


Free Shipping Day (Dec. 16)


$942


$1,072


14%


* 2010 data incorporates seasonal adjustment factor to account for different number of weekdays and weekends in 2010 and 2011. Actual (i.e. non-seasonally adjusted) 2010 number was $32.589 billion.


“The 2011 online holiday shopping finished with slightly more than $37 billion in spending, up about 15 percent versus year ago,” said comScore chairman Gian Fulgoni. “With brick-and-mortar holiday retail estimated to have grown about 4 percent this year, it's clear that e-commerce continues to gain market share from traditional retail due to the attractiveness of the Internet's convenience and lower prices. Consumers were especially attracted to the deals and discounts available through digital channels particularly free shipping, which occurred on well over half of transactions this season. Despite their continuing price sensitivity, consumers felt a bit more comfortable opening up their wallets this year, although this appears to have occurred as a result of a decline in the savings rate. Nonetheless, it's clear that, at least on the basis of top line growth, this was a Merry Christmas for many online retailers. What will remain unknown until retailers report their financial year end results is whether the aggressive pricing and free shipping offers came at the cost of lower margins.”


Top 10 Online Spending Days of 2011 Holiday Season


Cyber Monday (Monday, Nov. 28) ranked as the heaviest online spending day of the year at $1.251 billion, the second consecutive year it has ranked #1 for the season. The 2011 holiday season was highlighted by ten individual spending days surpassing $1 billion in sales, as compared to just one day reaching that mark in 2010. The second heaviest spending day this season was Monday, Dec. 5 at $1.178 billion, followed by Green Monday (Monday, Dec. 12) at $1.133 billion. Tuesday, Nov. 29 ($1.116 billion) and Tuesday, Dec. 6 ($1.107 billion) rounded out the top five.



















































Billion Dollar Spending Days for 2011 Holiday Season


Non-Travel (Retail) Spending


Excludes Auctions and Large Corporate Purchases


Total U.S. � Home & Work Locations


Source: comScore, Inc.


Rank


Date


Spending in Millions ($)


1


Monday, Nov. 28 (Cyber Monday)


$1,251


2


Monday, Dec. 5


$1,178


3


Monday, Dec. 12 (Green Monday)


$1,133


4


Tuesday, Nov. 29


$1,116


5


Tuesday, Dec. 6


$1,107


6


Friday, Dec. 16 (Free Shipping Day)


$1,072


7


Tuesday, Dec. 13


$1,064


8


Wednesday, Nov. 30


$1,025


9


Thursday, Dec. 8


$1,024


10


Thursday, Dec. 15


$1,018



Weekly Online Holiday Retail Sales

About The Author

Thomas J. Ryan

Thomas J. Ryan Senior Business Editor | SGB Media tryan@sgbonline.com | 917.375.4699

ComScore: Online Holiday Sales Up 15 Percent So Far

U.S. spending online for the holiday season has climbed 15 percent to $24.6 billion from the year-earlier period, ComScore Inc. said. The data measured the 39-day period from Nov. 1 to Dec. 9.

This year’s holiday season has been helped by a 22 percent gain on Cyber
Monday to $1.25 billion, and a 16 percent increase in sales during the
Thanksgiving weekend to $1.03 billion, ComScore said.

The most recent week (week ending Dec. 9) reached $5.9 billion in
spending, an increase of 15 percent versus the corresponding week last
year, with 3 days surpassing $1 billion. For the holiday season-to-date,
six individual days have surpassed the billion dollar threshold, led by
Cyber Monday at $1.25 billion.

2011 Holiday Season To Date vs. Corresponding Days* in 2010
Non-Travel (Retail) Spending

Excludes Auctions and Large Corporate Purchases

Total U.S. – Home & Work Locations

Source: comScore, Inc.



Millions ($)
2010
2011
Percent Change
November 1 – December 9
$21,405
$24,622
15%
Thanksgiving Day (Nov. 24)
$407
$479
18%
Black Friday (Nov. 25)
$648
$816
26%
Thanksgiving Weekend (Nov. 26-27)
$886
$1,031
16%
Cyber Monday (Nov. 28)
$1,028
$1,251
22%
Week Ending Dec. 9
$5,149
$5,925
15%


*Corresponding days based on corresponding shopping days (November 2 thru December 10, 2010)

“The
most recent week of the online holiday shopping season saw growth rates
remain in line with the season-to-date at 15 percent and three
individual spending days eclipse the $1 billion threshold,” said
comScore chairman Gian Fulgoni. “These highlights represent another very
positive sign for the holiday shopping season, as the week following
‘Cyber Week’ often experiences relative softness in spending momentum
due to retailers pulling back on their promotional activity. As we enter
what will be the heaviest week of the season for online retailers –
beginning with ‘Green Monday’ on December 12 – all signs are now
pointing to a strong finish to the season.”

“Green Monday” Leads the Way for Online Holiday Shopping

The
term “Green Monday” was coined by eBay in 2007 to describe the Monday
occurring around the second week of December, which has tended to be the
heaviest (or among the heaviest) online spending days of the year. Over
the past six holiday shopping seasons, “Green Monday” has consistently
ranked among the top spending days of the season, ending the year as the
top-ranked spending day twice (2005 and 2007) and the second-ranked
spending day three times (2006, 2008 and 2010).

“Green Monday” U.S. Online Spending: 2005-2010
Non-Travel (Retail) Spending

Excludes Auctions and Large Corporate Purchases

Total U.S. – Home & Work Locations

Source: comScore, Inc.
Year
Date
Spending
Rank for Season
2005
Monday, December 12
$556
1
2006
Monday, December 11
$661
2
2007
Monday, December 10
$881
1
2008
Monday, December 15
$859
2
2009
Monday, December 14
$854
5
2010
Monday, December 13
$954
2


“We know that Green Monday will rank among the top online spending
days of the season, but it’s hold on the #1 position may be slipping
somewhat over time,” added Fulgoni. “One possible reason is that as
Free Shipping Day (Friday, December 16 this year) gains in importance
each year, online spending during the heaviest week of the season is
being more evenly distributed throughout the week, whereas in the past
there was a much higher concentration of spending during the early part
of the week.”

Top Ten Heaviest Online Spending Days on Record

Since
comScore began tracking e-commerce spending in 2001, seven individual
shopping days have surpassed $1 billion in spending. To date, Cyber
Monday 2011 (Nov. 28) ranks as the heaviest online spending day in
history at $1.25 billion. Leading off this most recent week of the
holiday season, Monday, December 5, 2011 now ranks as the second
heaviest spending day in history at $1.18 billion, followed by Tuesday,
November 29, 2011 at $1.12 billion and Tuesday, December 6, 2011 at
$1.11 billion. Cyber Monday 2010 (Monday, November 29, 2010) rounds out
the top five at $1.03 billion. The only day from 2009 to make the list
is Tuesday, December 15, 2009 at $913 million, the heaviest spending day
of the 2009 season.


Ten Heaviest U.S. Online Retail Spending Days on Record (thru Dec. 9, 2011)
Non-Travel (Retail) Spending


Excludes Auctions and Large Corporate Purchases


Total U.S. – Home & Work Locations


Source: comScore, Inc.

Date Spending in Millions ($)
1
Monday, Nov. 28, 2011 (Cyber Monday)
$1,251
2
Monday, Dec. 5, 2011
$1,178
3
Tuesday, Nov. 29, 2011
$1,116
4
Tuesday, Dec. 6, 2011
$1,107
5
Monday, Nov. 29, 2010 (Cyber Monday)
$1,028
6
Wednesday, November 30, 2011
$1,025
7
Thursday, December 8, 2011
$1,024
8
Monday, Dec. 6, 2010
$943
9
Friday, Dec. 9, 2011
$917
10
Tuesday, Dec. 15, 2009
$913


ComScore compiles Internet traffic data from about 2 million consumers in 170 countries, according to its own website.

About The Author

Thomas J. Ryan

Thomas J. Ryan Senior Business Editor | SGB Media tryan@sgbonline.com | 917.375.4699

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