EcommerceBytes-NewsFlash, Number 2685 - November 30, 2011     4 of 5

Consumers Spent $1.25 Billion Online on Cyber Monday, up 22 Percent

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Consumers spent $1.25 billion online on Cyber Monday, according to ComScore, up 22 percent versus year ago. It represented the heaviest online spending day in history and the second day on record to surpass the billion-dollar threshold. The number of buyers on Cyber Monday was up 11 percent over last year, and the average spending per buyer was up 9 percent. However, ComScore is monitoring whether the season's price-discounting will have a negative impact on retailers' margins.

For the holiday season-to-date, $15 billion has been spent online, marking a 15-percent increase versus the corresponding days last year.

Overall, 10 million people bought online on Cyber Monday, representing the first time on record that threshold has been reached in a single day. The average online buyer conducted 1.9 online transactions on Cyber Monday for a total of nearly $125 in spending. That was up 9 percent from last year's $114. Dollars per transaction was up 12 percent from $60.05 to $66.97

Half of dollars spent online at U.S. websites originated from work computers, up slightly from last year. Buying from home comprised the majority of the remaining share (43.2 percent) while buying at U.S. websites from international locations accounted for 6.6 percent of sales.

ComScore chairman Gian Fulgoni said last year's Cyber Monday ranked as the heaviest online spending day of the year for the first time ever and said, "it will be interesting to watch the next couple of weeks to see if any future individual days in 2011 manage to leapfrog this year's highest day-to-date."

He also said it would be important to determine the degree to which retailers' heavy promotional activity at the beginning of the shopping season pulled forward consumers' future buying. "When all is said and done, it will also be vital to see whether retailers' deals and price discounting, which consumers are now able to discover via so many different digital media channels, will have a negative impact on retailers' margins this holiday season."


About the author:

Ina Steiner is co-founder and Editor of EcommerceBytes and has been reporting on ecommerce since 1999. She's a widely cited authority on marketplace selling and is author of "Turn eBay Data Into Dollars" (McGraw-Hill 2006). Her blog was featured in the book, "Blogging Heroes" (Wiley 2008). Follow her on Twitter at @ecommercebytes and send news tips to ina@ecommercebytes.com.


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