Shortened Holiday Calendar Even Weighs on Online Sales

Reston, VA–comScore, a leader in measuring the digital world, today reported holiday season U.S. retail e-commerce spending from desktop computers for the first 52 days of the November-December 2013 holiday season, showing that $42.8 billion has been spent online from desktop devices, an increase of 10% vs. year ago.

2013 Holiday Season To Date vs. Corresponding Shopping Days* in 2012
Millions ($)
20122013PercentChange
Holiday Season-to-Date (thru Dec. 22)*$38,912$42,75010%
Thanksgiving Day (Nov. 28)$633$76621%
Black Friday (Nov. 29)$1,042$1,19915%
Cyber Monday (Dec. 2)$1,465$1,73518%
Green Monday (Dec. 9)$1,275$1,40110%

*Corresponding days based on corresponding shopping days (November 2 thru December 23, 2012)

“Our expectations for the online holiday shopping season anticipated that consumers would spend heavily later into the season out of necessity to make up for the highly compressed holiday shopping calendar this year,” said comScore chairman Gian Fulgoni. “Unfortunately that was not in the cards, as the final online shopping week saw considerably softer sales than anticipated, including zero billion dollar spending days – although Monday and Tuesday came close.”

Added Fulgoni, “Strong momentum coming out of Thanksgiving, in addition to heavy weekend buying, suggested we would meet or exceed expectations as long as momentum continued through the final week before Christmas. Unfortunately, the most recent week fell short of those expectations, and it looks like the final season growth rate will end up a few percentage points shy of what we had anticipated. In the end, I think we’ll look back at this online holiday season as one where absolute dollar sales gains in consumer spending were held back by heavy retailer price discounting that occurred in an attempt to stimulate consumer demand, while at the same time, consumers weren’t willing or able to increase their spending rate to fully compensate for the six-day shorter shopping period between Thanksgiving and Christmas.”

Top 5 Gaining Product Categories for Holiday Season-to-Date
For the holiday season-to-date, Video Game Consoles & Accessories ranked as the top-gaining product category vs. year ago, followed by Apparel & Accessories, Consumer Electronics (bolstered by smartphone sales), Computer Hardware (bolstered by tablet sales), and Home & Garden.

Top 10 Heaviest Online Spending Days in 2013
With the heaviest portions of the online holiday season now in the books, comScore can report the top ten biggest sales days for 2013. The season was once again led by Cyber Monday (Dec. 2) with a record $1.735 billion in desktop spending, followed by Tuesday, Dec. 3 with $1.410 billion and Green Monday (Dec. 9) with $1.401 billion. The 2013 holiday season saw 10 days with more than $1 billionspending, but down from last year’s total of 12 individual days, reflecting the compressed calendar between Thanksgiving and Christmas that featured six fewer days of online shopping.

Top 10 U.S. Online Spending Days of 2013Non-Travel (Retail) SpendingExcludes Auctions and Large Corporate PurchasesTotal U.S. – Home & Work Desktop ComputersSource: comScore, Inc.
RankDateSpending in Millions ($)
1Monday, Dec. 2 (Cyber Monday)$1,735
2Tuesday, Dec. 3$1,410
3Monday, Dec. 9 (Green Monday)$1,401
4Thursday, Dec. 12$1,317
5Friday, Nov. 29 (Black Friday)$1,199
6Wednesday, Dec. 4$1,172
7Wednesday, Dec. 11$1,161
8Tuesday, Dec. 10$1,138
9Friday, Dec. 13$1,021
10Thursday, Dec. 5$1,014

About comScore 
comScore, Inc. is a global leader in digital measurement and analytics, delivering insights on web, mobile and TV consumer behavior that enable clients to maximize the value of their digital investments. www.comscore.com/companyinfo.

 

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