Final Christmas push propels US online spending up 15 percent

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RESTON, Va. – Holiday season retail e-commerce spending for the first 56 days of the November – December 2011 holiday season has been reported today. For the holiday season-to-date, $35.3 billion has been spent online, marking a 15-percent increase versus the corresponding days last year. The most recent week (ending Dec. 25) witnessed $2.8 billion in spending, an increase of 16 percent versus the corresponding week last year.

2011 Holiday Season To Date vs. Corresponding Days* in 2010

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Non-Travel (Retail) Spending

Excludes Auctions and Large Corporate Purchases

Total U.S. – Home & Work Locations

Source: comScore, Inc.

Millions ($)

2010
2011
Percent
Change

November 1 – December 26
$30,591
$35,274
15%

Thanksgiving Day (Nov. 24)
$407
$479
18%

Black Friday (Nov. 25)
$648
$816
26%

Thanksgiving Weekend (Nov. 26-27)
$886
$1,031
16%

Cyber Monday (Nov. 28)
$1,028
$1,251
22%

Green Monday (Dec. 12)
$954
$1,133
19%

Free Shipping Day (Dec. 16)
$942
$1,072
14%

Week Ending Dec. 25
$2,450
$2,831
16%

*Corresponding days based on corresponding shopping days (November 2 thru December 27, 2010)

“Holiday e-commerce spending has remained strong throughout the season, and we have now reached a record $35 billion in U.S. online sales for the season-to-date,” said comScore chairman Gian Fulgoni. “We can now say with certainty that the $1.25 billion spent on Cyber Monday will rank it as the heaviest online spending day of the season for the second consecutive year, but we should also note that it was accompanied by nine other billion dollar spending days this year.”

Christmas Day Sees Huge Spike in Digital Content & Subscription Sales

One of the interesting e-commerce phenomena occurring over the past several years is the dramatic increase in Christmas Day purchases of Digital Content & Subscriptions, a retail category that includes digital downloads of music, TV, movies, e-books and apps. Not surprisingly, as many consumers get new smartphones, tablets, e-readers and digital content gift certificates for Christmas, they spend Christmas Day loading up their devices with new content.

On an average day during the 2011 holiday season-to-date (Nov. 1 – Dec. 26), Digital Content & Subscriptions accounted for 2.8 percent of retail e-commerce sales, but on Christmas Day the category accounted for more than 20 percent of sales. Consistent with past years, comScore expects sales for this category of products to remain elevated throughout the entire week following Christmas Day.