Online Spending Grows 17% Final Shopping Weekend

December 23, 2010

This article is included in these additional categories:

Analytics, Automated & MarTech | Data-driven | Financial Services | Media & Entertainment | Retail & E-Commerce

comscore-holiday-ecommerce-spend-dec-23-2010.JPGThe final shopping weekend before Christmas (Dec. 18-19, 2010) reached $900 million in retail e-commerce spending, representing a strong 17% growth rate compared to$767 million last year, according to new comScore data. For the first 49 days of the November – December 2010 holiday season (Nov. 1 – Dec. 19), $28.36 billion has been spent online, marking a 12% increase from $25.27 billion the corresponding days last year. Overall online spending during the 2010 holiday season has consistently been running 12% higher than equivalent periods last year as measured by comScore.

Most Recent Week Online Spending Climbs 14%

The most recent week (ending Dec. 19) reached $5.5 billion in online holiday spending, an increase of 14% from $4.8 billion during the corresponding week last year. comScore analysis indicates this makes the most recent week the heaviest online shopping week of all time.

Other notable year-over-year increases recorded during this holiday season include 28%, from $318 million to $407 billion, on Thanksgiving Day (Nov. 25); 9%, from $595 million to $648 million, on Black Friday (Nov. 26); 16%, from $887 million to $1.03 billion, on Cyber Monday (Nov. 29); 12%, from $854 million to $954 million, on Green Monday (Dec. 13); and 61%, from $586 million to $942 million, on Free Shipping Day (Dec. 17).

Spending Growth Stays Strong

“Spending growth has remained strong right through the final shopping weekend of the holiday season,” said comScore chairman Gian Fulgoni. “The growth rate of 17% witnessed during the final weekend capped off the heaviest online spending week of all time at $5.5 billion. Although there are still nearly two weeks remaining before the end of the year, holiday spending is inching very close to the total for the entire 2009 holiday season, a sign of just how much the online retail landscape has improved in the past year.”

Promotional Email Volume Slips

Although shopping volume hit an all-time high, top online retailers sent each of their subscribers 4.4 promotional emails on average during the week ending Dec. 17, 2010, according to Chad White, research director at Responsys and author of the Retail Email Blog. That figure is down 4% week-over-week from a record high of 4.6, up 23% from 3.8 four weeks ago, and up 8% from a little more than 4 year-over-year.

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