Online sales for the holiday period from Nov. 1 to Dec. 23 fell 3% versus the prior year, marking the first decline in online spending since comScore started tracking online sales in 2001. Online spending of $25.5 billion during the period were below comScore's expectations for flat sales in the period.


 


“The 2008 online holiday shopping season has declined 3 percent versus year ago, falling behind our expectation of flat sales this year,” said comScore chairman Gian Fulgoni. “This marks the first time we’ve seen negative growth rates for the holiday season since we began tracking e-commerce in 2001. The combination of having five fewer shopping days between Thanksgiving and Christmas and the severe economic headwinds faced by consumers has made this a really tough season for retailers, both offline and online.”


 


According to the metrics firm, Apple and Amazon.com were among the top traffic gainers in an overall bleak period. Apple's sites attracted 35 million visitors between Dec. 1 and Dec. 24, up 19% from a year ago, while Amazon's sites drew 76.2 million visitors over the same period, 7% more than a year ago. Wal-Mart's web traffic rise by 4% to a total of 51.5 million visitors.


 


eBay was the most visited retail site with 85.4 million visitors but its traffic declined 4%. Circuit City, which is in bankruptcy proceedings, saw traffic fall off by 21% to 15.5 visitors.


 





























































































Traffic Growth to Top Retailer Sites


Dec. 1 – Dec. 24, 2008 vs. Corresponding Days* in 2007


Total U.S. – Home/Work/University Locations


Source: comScore Media Metrix 


 


Unique Visitors (000)


2007


2008


Percent Change


Total Internet


171,113


179,997


5%


eBay


88,894


85,442


-4%


Amazon Sites


70,975


76,240


7%


Wal-Mart


49,632


51,546


4%


Target Corporation


47,338


46,837


-1%


Apple Inc.


29,450


35,017


19%


Best Buy Sites


28,602


28,555


0%


JCPenney Sites


21,329


18,918


-11%


Toysrus Sites


19,817


18,075


-9%


Sears.com


18,010


18,413


2%


Circuit City Stores, Inc.


19,466


15,456


-21%


Overstock.com


18,911


15,951


-16%


AmericanGreetings Property


17,273


14,666


-15%


Hewlett Packard


15,217


19,425


28%


Dell


17,279


14,305


-17%


Macy's Inc.


15,715


15,868


1%


*Corresponding days based on corresponding shopping days (Oct. 27 – Dec. 19, 2007)