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U.S. Online Holiday Shopping Season Reaches Record $37.2 Billion for November-December Period

RESTON, Va., Jan. 4, 2012 /PRNewswire/ — comScore (NASDAQ : SCOR), a leader in measuring the digital world, today reported that retail e-commerce spending for the entire November – December 2011 holiday season reached $37.2 billion, marking a 15-percent increase versus last year and an all-time record for the season. Ten individual shopping days this season surpassed $1 billion in spending, led by Cyber Monday – which ranked #1 for the second consecutive year – at $1.25 billion.

2011 Holiday Season To Date vs. Seasonally Equivalent Days in 2010

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 31 $32,359* $37,170 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%

* 2010 data incorporates seasonal adjustment factor to account for different number of weekdays and weekends in 2010 and 2011. Actual (i.e. non-seasonally adjusted) 2010 number was $32.589 billion.

“The 2011 online holiday shopping finished with slightly more than $37 billion in spending, up about 15 percent versus year ago,” said comScore chairman Gian Fulgoni. “With brick-and-mortar holiday retail estimated to have grown about 4 percent this year, it’s clear that e-commerce continues to gain market share from traditional retail due to the attractiveness of the Internet’s convenience and lower prices. Consumers were especially attracted to the deals and discounts available through digital channels – particularly free shipping, which occurred on well over half of transactions this season. Despite their continuing price sensitivity, consumers felt a bit more comfortable opening up their wallets this year, although this appears to have occurred as a result of a decline in the savings rate. Nonetheless, it’s clear that, at least on the basis of top line growth, this was a Merry Christmas for many online retailers. What will remain unknown until retailers report their financial year end results is whether the aggressive pricing and free shipping offers came at the cost of lower margins.”

Top 10 Online Spending Days of 2011 Holiday Season
Cyber Monday (Monday, Nov. 28) ranked as the heaviest online spending day of the year at $1.251 billion, the second consecutive year it has ranked #1 for the season. The 2011 holiday season was highlighted by ten individual spending days surpassing $1 billion in sales, as compared to just one day reaching that mark in 2010. The second heaviest spending day this season was Monday, Dec. 5 at $1.178 billion, followed by Green Monday (Monday, Dec. 12) at $1.133 billion. Tuesday, Nov. 29 ($1.116 billion) and Tuesday, Dec. 6 ($1.107 billion) rounded out the top five.

 

Billion Dollar Spending Days for 2011 Holiday Season

Non-Travel (Retail) Spending

Excludes Auctions and Large Corporate Purchases

Total U.S. – Home & Work Locations

Source: comScore, Inc.

Rank Date Spending in Millions ($)
1 Monday, Nov. 28 (Cyber Monday) $1,251
2 Monday, Dec. 5 $1,178
3 Monday, Dec. 12 (Green Monday) $1,133
4 Tuesday, Nov. 29 $1,116
5 Tuesday, Dec. 6 $1,107
6 Friday, Dec. 16 (Free Shipping Day) $1,072
7 Tuesday, Dec. 13 $1,064
8 Wednesday, Nov. 30 $1,025
9 Thursday, Dec. 8 $1,024
10 Thursday, Dec. 15 $1,018

 

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