Green Monday Gets 12% Greener

December 15, 2010

This article is included in these additional categories:

Analytics, Automated & MarTech | Data-driven | Retail & E-Commerce

comscore-holiday-spend-dec-15-2010.JPG“Green Monday” (the second Monday in December when online spending has historically tended to peak), reached $954 million in spending, representing a 12% year-over-year increase from $854 million on the equivalent day in December 2009, according to comScore data.

Green Monday, Season to Date Up 12%

In addition, for the first 43 days of the November – December 2010 holiday season (Nov. 1 – Dec. 13), more than $23.82 billion has been spent online, also marking a 12% increase from $21.3 billion the corresponding days last year.

2 in 3 Consumers Have Holiday Shopping Left

comscore-holiday-shopping-finished-dec-2010.jpgAs part of the comScore Holiday Shopping Survey, more than 500 consumers were asked about their holiday shopping for the season to date. When asked if they had already finished their holiday shopping, 35% of respondents indicated they had already purchased everything they intended to this season.

Of the 65% who had not yet finished their shopping, 33% indicated their primary reason for not having finished yet was insufficient money available to purchase the gifts they wanted. Another 32% indicated they simply hadn’t had enough time to finish shopping, while 11% said they were waiting to get better deals at the last minute and 6% said they enjoyed the thrill of last-minute shopping.

comScore analysis indicates this will be the heaviest online shopping week of the 2010 holiday season, ending with Free Shipping Day on Friday, December 17.

Cash, Time Constrain Consumers

comScore Chairman Gian Fulgoni says a limited supply of money and time are having a significant impact on how this year’s holiday shopping season is unfolding. “We are offered a stark reminder that many consumers are still strapped for cash and may be waiting for their mid-December paychecks before they can finish their shopping,” said Fulgoni. “It’s clear consumers have significant time constraints in their lives, which is one of the key drivers behind the continuing shift in retail dollars to the online medium, as the internet enables people to shop for many gifts quickly and more efficiently, not to mention the cost savings that can be realized through e-commerce.”

Retailers Average 4.6 Emails Week of Dec. 10

In another sign of the growing importance of e-commerce to the holiday shopping season, major online US retailers sent a new record average of 4.6 promotional emails during the week ending December 10, 2010, according to Chad White, research director at Responsys and author of the Retail Email Blog. That’s up 4% week-over-week from 4.4, up 36% from about 3.4 four weeks ago, and up 25% year-over-year from a little more than 3.6.


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