In its latest report on holiday e-commerce spending, comScore, a leader in measuring the digital world, reported Sunday that online sales in the first 39 days of the holiday season are up 15% to $24.6 billion.
For the most recent week (ending Dec. 9) e-commerce sales reached $5.9 billion, a 15% increase over the corresponding week last year. And sales on six individual days during the first 39 days of the November-to-December shopping season have exceeded $1 billion, led by Cyber Monday, the Monday after Thanksgiving, when sales hit $1.25 billion.
“These highlights represent another very positive sign for the holiday shopping season, as the week following ‘Cyber Week’ often experiences relative softness in spending momentum due to retailers pulling back on their promotional activity,” said Gian Fulgoni, comScore’s chairman.
In its Shopping Activity Weekly Holiday Trends report, The NPD Group, Inc. found some drop off in brick and mortar shopping for the week ended Dec. 5 following the surge on Black Friday weekend.
“What is interesting is how the online business has become a bigger part of holiday shopping all season long,” said Marshal Cohen, chief industry analyst at NPD.
The Shopping Activity Weekly Holiday Trends report shows that much of the increase in shopping activity appears to have happened through the online channel. Overall, online share of buying visits jumped to 17.3%, up from 13.9% the previous week, and the largest increase since tracking began.
‘Green Monday’ Kicks Off ‘Heaviest Week’
“As we enter what will be the heaviest week of the season for online retailers – beginning with ‘Green Monday’ on Dec.12–all signs are now pointing to a strong finish to the season,” Gian Fulgoni said.
Over the past six years, “Green Monday”–a term coined by eBay and traditionally the second Monday of December–has consistently ranked among the top spending days of the season, although it is no longer the top online spending day.
Fulgoni said a possible reason for that change is the emergence of “Free Shipping Day,” which occurs on Friday, Dec. 16 this year. “Online spending during the heaviest week of the season is being more evenly distributed throughout the week, whereas in the past there was a much higher concentration of spending during the early part of the week.”