Just another manic Monday
The most recent week (week ending 11 December) reached a record US$6.1bn in spending, in line with the season-to-date's 15% growth rate. Monday, 12 December, known as "Green Monday" (the second Monday in December when online spending has historically tended to peak), reached US$1.13bn in spending, representing a 19% increase versus last year, and ranking as the third heaviest spending day of the season after Cyber Monday (US$1.25bn) and Monday, 5 December (US$1.17bn).
| 2011 Holiday Season To Date vs. Corresponding Days* in 2010 Non Travel (Retail) Spending Excludes Auctions and Large Corporate Purchases Total US - Home & Work Locations (Source: comScore, Inc) | |||
|---|---|---|---|
| Millions (US$) | |||
| 2010 | 2011 | Percent Change | |
| 1 November - 12 December | US$23,269 | US$26,820 | 15% |
| Thanksgiving Day (24 November) | US$407 | US$479 | 18% |
| Black Friday (25 November) | US$648 | US$816 | 26% |
| Thanksgiving Weekend (26-27 November) | US$886 | US$1,031 | 16% |
| Cyber Monday (28 November) | US$1,028 | US$1,251 | 22% |
| Week Ending 11 December | US$5,308 | US$6,113 | 15% |
| Green Monday (12 December) | US$954 | US$1,133 | 19% |
*Corresponding days based on corresponding shopping days (2 November through 13 December 2010)
"Green Monday was another exceptional day for the online holiday shopping season, posting more than US$1.1bn in sales with a growth rate of 19% versus last year," said comScore chairman Gian Fulgoni. "Green Monday also kicks off what should be the heaviest week of the year for online shopping, where we could see several billion dollar spending days, punctuated by Free Shipping Day on Friday, 16 December. It is interesting to note that for the past three years, Cyber Monday sales have exceeded those on Green Monday, demonstrating the degree to which retailer promotions and consumer awareness have grown the popularity of the Monday after Thanksgiving Day as the day to be buying online. That online holiday spending growth has remained well into the double digits throughout all the key days of the season also underscores the clear strength of the e-commerce channel."
Top growing online retail categories for season-to-date
For the holiday season-to-date (through Green Monday), Digital Content & Subscriptions ranks as the fastest growing online retail category with a growth rate more than double that of the online sector as a whole. Jewellery & Watches, a luxury goods category, has seen a strong resurgence as the second fastest growing category this season. Consumer Electronics, led by tablets and flat panel TVs, ranks third, followed by Video Games and Computer Software. Each of the top 10 gaining categories is growing at least the rate of total retail e-commerce growth.
| Top Growing Online Retail Categories vs. Corresponding Days in 2010 Non-Travel (Retail) Spending Excludes Auctions and Large Corporate Purchases Total US - Home & Work Locations (Source: comScore, Inc) | |
|---|---|
| Rank | Retail Category |
| 1 | Digital Content & Subscriptions |
| 2 | Jewellery & Watches |
| 3 | Consumer Electronics |
| 4 | Video Games |
| 5 | Computer Software (excl. PC Games) |
| 6 | Toys |
| 7 | Sport & Fitness |
| 8 | Computer Hardware |
| 9 | Apparel & Accessories |
| 10 | Event Tickets |
Weekly online holiday retail sales
Source: comScore
comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and the preferred source of digital marketing intelligence.
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