Online sales gained sharply in the days before Christmas this year versus the time period in 2011, according to Chase Holiday Pulse. Although online purchasing bolstered retail revenues for the holidays overall, late season sales came in significantly higher year-over-year until Christmas Day itself.
Sales and average transaction fell on December 26, although transactions improved from the day a year earlier, the organization noted.
Online shoppers, it seems, came back into the purchasing mode, perhaps lured by last-minute deals as the clock clicked down to Christmas. Evidence to that affect is found in average ticket statistics Chase prepared, which showed a decline between December 20 and 25 from $40 to $15. Average ticket was below 2011 figures on the day after as well as on Christmas. Otherwise, for the period it was up every day except December 21, when it was tied with the year earlier at $37.
Transactions remained above 2011 levels every day except Christmas.
For the year up to December 26, online sales as tracked by Chase improved by 15.2% when compared with 2011. However, average ticket decreased by 7.3% in the period.
While early season online sales gains were strong, advances in the week before Christmas were even stronger, according to Chase figures. For example, the weekend stretching from Black Friday to Cyber Monday enjoyed an average sales growth of 38.3% versus 2011. Year over year, web-based sales gained 61.8% on December 20. The spread increased to 124% on December 23 and was at 98.7% on December 24. Like Christmas itself, however, December 26 of this year fell behind the same day last year in sales terms, down 18.6%.