Holiday season retail e-commerce spending online for the first 30 days of the November/December 2009 holiday season is up 3% versus the corresponding time period last year, comScore reported. In addition, Cyber Monday shopping was up 5% over last year’s numbers.
According to comScore’s data, $12.26 billion has been spent online so far this holiday season. Cyber Monday spending reached $887 million in online spending, up 5% versus a year ago, and matching the heaviest online spending day on record, which was December 9, 2008.
“We’ve seen an encouraging start to the online holiday shopping season, and it would appear that retailers’ aggressive and early marketing efforts have so far succeeded in persuading consumers to open their wallets online,” said comScore chairman Gian Fulgoni. “Thanksgiving Day and Black Friday were atypically strong online sales days this year, and Cyber Monday has continued that trend by outperforming the season-to-date average growth rate and matching last year’s record day of $887 million in online spending. Now, it will be important to see if spending continues to grow over the balance of the season— because the heaviest spending day online typically occurs in mid-December.”
Cyber Monday’s 5% growth in sales was driven primarily by an increase in the number of buyers, reflecting consumers’ increasing willingness to buy online, according to comScore. The company added that average spending per buyer was down slightly, presumably a result of economic constraints. Specifically, the number of online buyers grew 6% to 8.7 million, while the average dollars spent per buyer declined 2% to $102.19.