US online holiday spending approaches US$25bn

For the holiday season-to-date, US$24.6 billion has been spent online, marking a 15% increase versus the corresponding days last year. The most recent week (week ending 9 December) reached US$5.9 billion in spending, an increase of 15% versus the corresponding week last year, with three days surpassing US$1 billion. For the holiday season-to-date, six individual days have surpassed the billion dollar threshold, led by Cyber Monday at US$1.25 billion.

*Corresponding days based on corresponding shopping days (2 November 2 through 10 December 2010)

"The most recent week of the online holiday shopping season saw growth rates remain in line with the season-to-date at 15% and three individual spending days eclipse the US$1 billion threshold," said comScore chairman Gian Fulgoni. "These highlights represent another very positive sign for the holiday shopping season, as the week following 'Cyber Week' often experiences relative softness in spending momentum due to retailers pulling back on their promotional activity. As we enter what will be the heaviest week of the season for online retailers - beginning with 'Green Monday' on 12 December - all signs are now pointing to a strong finish to the season."

"Green Monday" leads the way for online holiday shopping

The term "Green Monday" was coined by eBay in 2007 to describe the Monday occurring around the second week of December, which has tended to be the heaviest (or among the heaviest) online spending days of the year. Over the past six holiday shopping seasons, "Green Monday" has consistently ranked among the top spending days of the season, ending the year as the top-ranked spending day twice (2005 and 2007) and the second-ranked spending day three times (2006, 2008 and 2010).

"We know that Green Monday will rank among the top online spending days of the season, but it's hold on the #1 position may be slipping somewhat over time," added Mr. Fulgoni. "One possible reason is that as Free Shipping Day (Friday, 16 December this year) gains in importance each year, online spending during the heaviest week of the season is being more evenly distributed throughout the week, whereas in the past there was a much higher concentration of spending during the early part of the week."

Top 10 heaviest online spending days on record

Since comScore began tracking e-commerce spending in 2001, seven individual shopping days have surpassed US$1 billion in spending. To date, Cyber Monday 2011 (28 November) ranks as the heaviest online spending day in history at US$1.25 billion. Leading off this most recent week of the holiday season, Monday, 5 December 2011 now ranks as the second heaviest spending day in history at US$1.18 billion, followed by Tuesday, 29 November 2011 at US$1.12 billion and Tuesday, 6 December 2011 at US$1.11 billion. Cyber Monday 2010 (Monday, 29 November 2010) rounds out the top five at US$1.03 billion. The only day from 2009 to make the list is Tuesday, 15 December 2009 at US$913 million, the heaviest spending day of the 2009 season.