comScore: Mobile Boosts Early Holiday Digital Sales Gains

The first 34 days of the holiday season saw significant gains for e-commerce operations, comScore reported, with mobile driving sales higher.

The key shopping days of Thanksgiving, Black Friday and Cyber Monday saw digital sales gains of 20%, 24% and 20% respectively, year over year, according to the company, but mobile saw the greatest proportional gains, up 26%, 41% and 29% respectively, although on a smaller base relative versus desktop, up 17%, 19% and 17% on those particular days. For example, desktop sales on Cyber Monday were $26.67 billion in 2016 while mobile revenues were $1.01 billion, comScore pointed out.

In all, over those 34 days, consumers spent $38 billion digitally, up 12% versus the period in 2015.

In every way comScore sliced the early season spending— including pre-Thanksgiving, up 11%, Thanksgiving through Cyber Week, up 14%, Thanksgiving Holiday Weekend, up 15%, Thanksgiving through Cyber Monday, up 17%, Cyber Week, up 13%, Cyber Work Week, up 13%, and Cyber Weekend, up 13%— sales gains hovered in the double digit range compared to last year.

Online holiday commerce continued to perform well through the week following Cyber Monday, comScore CEO Gian Fulgoni said. “We’re seeing billion-dollar shopping days become the new norm, with 11 consecutive days eclipsing that milestone on desktop,” he added.