comScore, an Internet analytics company, reports that retail eCommerce spending for the first 32 days of the November–December 2012 holiday season reached $21.4 billion, marking a 14 percent increase versus the corresponding period last year. The most recent week saw three individual days eclipse $1 billion in spending, led by Cyber Monday, which became the heaviest online spending day on record at $1.46 billion. Growth rates softened in the wake of Cyber Monday and through the weekend.
| 2012 Holiday Season To Date vs. Corresponding Days* in 2011 Non-Travel (Retail) Spending Excludes Auctions and Large Corporate Purchases Total U.S. – Home & Work Locations Source: comScore, Inc. |
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| Millions ($) | |||
| 2011 | 2012 | Percent Change | |
| November 1-December 2 | $18,668 | $21,350 | 14% |
| Thanksgiving Day (Nov. 22) | $479 | $633 | 32% |
| Black Friday (Nov. 23) | $816 | $1,042 | 28% |
| Thanksgiving Weekend (Nov. 24-25) | $1,031 | $1,187 | 15% |
| Cyber Monday (Nov. 26) | $1,251 | $1,465 | 17% |
| Cyber Week (Nov. 26-Nov. 30) | $4,928 | $5,462 | 11% |
*Corresponding days based on corresponding shopping days (November 3 thru December 4, 2011)
“While Cyber Monday was a high point for holiday eCommerce spending and Cyber Week saw several strong spending days, there was a clear softening in the growth rate during the back half of the week,” says comScore chairman Gian Fulgoni. “It is likely that, to some extent, holiday spending was pulled forward to the Thanksgiving-Black Friday period given the heightened promotional activity around that time. And some of the softening is a natural post-Cyber Monday lull that we often experience, an effect that may be somewhat more pronounced this year given the additional shopping days between Thanksgiving and Christmas. However, as the urgency to finish one’s holiday shopping increases, we expect to see growth rates pick up again in the next couple of weeks before Christmas.”
Holiday Season Gains Driven by Growth in Number of Buyers and Spending per Buyer
An analysis of holiday spending demonstrates how various components are contributing to the current 14 percent growth rate. Thus far in the season, spending growth is being driven both by an increase in the number of buyers (up 9 percent to 128.7 million) and the average spending per buyer (up 5 percent to $165.90). The increase in spending per buyer is coming primarily from an increase in the number of transactions (up 4 percent to 2.19 per buyer) as opposed to the amount spent per transaction (up only 1 percent to $75.90).
| 2012 Holiday Season To Date Spending Breakdown vs. Corresponding Days* in 2011 Non-Travel (Retail) Spending Excludes Auctions and Large Corporate Purchases Total U.S. – Home & Work Locations Source: comScore, Inc. |
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| 2011 | 2012 | % Change | |
| Total Spending ($ Millions) | $18,668 | $21,350 | 14% |
| Buyers (000) | 118,609 | 128,691 | 9% |
| Buyer Penetration | 48% | 50% | 4% |
| Spending per Buyer | $157.39 | $165.90 | 5% |
| Transactions (000) | 249,541 | 281,279 | 13% |
| Spending per Transaction | $74.81 | $75.90 | 1% |
| Transactions per Buyer | 2.10 | 2.19 | 4% |
*Corresponding days based on corresponding shopping days (November 3 thru December 4, 2011)
“That we are seeing growth come from an increase in both the number of buyers and the average spending per buyers suggests broad-based strength in the eCommerce sector,” adds Fulgoni. “It reflects not only the health of the eCommerce channel as more people buy online, but also the health of the consumer who has been willing to spend more online this year than last. It’s particularly noteworthy that half of the online population has made an eCommerce purchase thus far in the holiday season.”