Growth in Online Holiday Shopping Expected to Exceed 13 Percent
By Ina Steiner
Christmas Day is little more than a week away, and the peak spending period for online holiday shopping may now be in the rear-view-mirror, according to comScore Chairman Gian Fulgoni. But don't give up on online shoppers just yet. Today is Free Shipping Day (December 17, 2012), and Fulgoni said it could give merchants one more headline day as they scramble to buy gifts in time for Christmas.
The research firm released new data on Sunday showing the first 44 days of the November-December 2012 holiday shopping season saw 13% growth over last year. However, comScore still expects a growth rate "well north of 13 percent" thanks to two extra shopping days between Thanksgiving and Christmas this year.
For the holiday season-to-date, $33.8 billion has been spent online. The most recent workweek saw four individual days eclipse $1 billion in spending, led by Green Monday (December 10) with $1.275 billion.
Top Spending Days in History
For the 2012 holiday season-to-date, eleven individual days have surpassed $1 billion in online retail sales, already surpassing last year's record of ten shopping days. Cyber Monday (Nov. 26, 2012) currently ranks as the heaviest online spending day of the season - and in history - at $1.465 billion. Tuesday, Dec. 4, 2012 ranks second with $1.362 billion, followed by Monday, Dec. 10, 2012 (Green Monday) with $1.275 billion, Tuesday, Nov. 27, 2012 with $1.263 billion and Monday, Nov. 28, 2011 (Cyber Monday 2011) with $1.251 billion.
An analysis of Green Monday spending shows growth was driven by both an increase in the number of buyers (up 7 percent to 9 million) and an increase in spending per buyer (up 6 percent to $140.95).
The gain in spending per buyer primarily reflected an increase in the number of transactions per buyer (up 5 percent to 1.76) rather than an increase in the dollar value of a transaction, which was up only 2 percent to $80.11.
Comscore believes this likely reflects consumers' willingness to purchase at a variety of retailers to take advantage of competitive deals and discounts.
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 firstname.lastname@example.org.
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