Online Sales: Four $1 Billion Days Last Week Alone

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Reston, VA—No need to worry about foot traffic online: comScore reported Sunday that online sales continue to clock in 15% ahead of last year.

And for the week ending Dec. 17, four days hit more than $1 billion in sales lead by Green Monday (Monday, Dec.12) with $1.13 billion and Free Shipping Day (Friday, Dec. 16) with $1.07 billion.

All told, holiday spending online from Nov. 1 through Friday, Dec. 16, totaled $30.937 billion, up 14.95% from $26.914 billion in the comparable period last year, said comScore, a leader in measuring the digital world.

“Free shipping is undoubtedly one of the most important incentives for consumers and has become a key driver of online buying activity over the past few years,” said comScore chairman Gian Fulgoni. “This season has seen a continuation of the trend where an increasing percentage of transactions involve free shipping, as more consumers demand it and more retailers provide it. During the week of Thanksgiving and Cyber Week we saw at least 3 in 5 transactions use free shipping, significantly higher rates than we’ve ever previously observed.”

Free Shipping Offers Boost Sales

ComScore also reported that free shipping offers rebounded last week, with 56% of online purchases carrying no shipping charges for the week ended Friday, Dec. 16, up from 52.2% during the comparable period last year.

Last week’s percentage also represented an increase from 53% for the week ended Dec. 11, 2011, 59.4% for the week ended Dec. 4 and 64.4% for the week ended Nov. 27, which was the Sunday of Thanksgiving weekend.

Although there may be a few more strong online sales days this week, “it’s clear that we have now reached the crescendo for this season and that spending will begin to slow as we get closer to Christmas, leaving Cyber Monday as the top-ranked shopping day for the second year in a row,” Fulgoni added.

ComScore previously reported that Cyber Monday, Nov. 28, was the heaviest online shopping day of 2011 as sales hit $1.251 billion.


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