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BizReport : Ecommerce archives : January 07, 2010

Holiday wrap: $29 billion spent online

The final 2009 Holiday Shopping Season numbers are in from comScore and they are beauties. Overall, researchers note that the ecommerce spend increased by 4% to reach $29.1 billion for the November/December shopping rush. Not bad considering that most firms were predicting the 2009 spend to at most reach 2008 levels; others predicted the '09 spend to decrease.

by Kristina Knight

comscore.gifMany etailers would have liked to see even bigger numbers, but isn't that the truth every year? There are definite signs from the 2009 season that the 2010 season could be the shopping rush that pushing more consumers online than out the door to deal with weather, crowded stores and out of stock merchandise.

In all three days had record breaking online sales. Cyber Monday (November 30) saw consumers log on to spend $887 million. Green Monday (December 14) saw the spend reach $854 million and Tuesday December 15 consumers spent more than $913 million; a record for single-day spending.

comScore chairman Gian Fulgoni said, "It's possible that this better-than-expected end-of-year performance is a harbinger of renewed vigor and optimism for 2010 as the consumer economy seeks to rebound from one of the worst years in memory. At the same time, we need to remember that consumers' spending power remains constrained by high unemployment levels, substantial debt and a new-found desire to save."

What are some 2009 trends that etailers can use throughout 2010 to engage consumers? First, the 'old faithful' options are still the best: free shipping and guaranteed delivery remain hot tickets for consumers. Also, because consumers are still in cash-crunching mode, the offer has to be good. Although shopping online is infinitely easier than dragging through over-crowded stores, if the consumer isn't getting something extra for the effort they will return to their brick-and-mortar favorites.

Percentage off deals and additional special offers for loyal, returning customers helped bring more consumers online and keep them online.

Other interesting trends from 2009:

• Green Tuesday pushed Green Monday out of the top spending day slot
• Cyber Monday became the second-highest spending day of the 2009 holidays
• Consumer electronics and Jewelry/Watches were the top categories for consumer spending

Tags: comScore, ecommerce, holiday shoppers, holiday spend, online shopping

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  • Online shopping is just too easy (and fun) to not keep growing in popularity! I think I did about 90% of my holiday shopping this year on the web by using ( ) as the basis for my research and then making decisions from there. It really worked!



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