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BizReport : Ecommerce archives : November 16, 2010

Forecast: Merchants likely to see more traffic, purchasing this year

A new report from Akamai indicates that not only are consumers planning to buy more online this holiday season, they are shopping earlier than ever. Akamai's data shows that through October 2010, online shoppers have increased online spending 33% and increase the number of transactions by 35% - all that before Black Friday has even hit. What else does Akamai see happing this year?

by Kristina Knight

akamai.jpgConsumers are shopping early and shopping often. For the month of October, the average number of shoppers had increased by about 47% (YoY), but by the first week in November that percentage had grown even higher. Compared to the first week in November of 2009, the average number of shoppers increased 52%.

Another trend - not from Akamai - is from your local news affiliates. News stations and channels began leaking Black Friday sales and information by November 12th, with more deals and flyers expected to be released during the nightly news throughout the month right up until Black Friday. Why are news stations jumping on the sales trend? Because shoppers are looking for this information, and by helping them find the sales, these news stations are hoping to create loyal viewers.

Akamai isn't alone in their prediction that online merchant will see an increase in traffic and sales; Forrester Research predicts a 16% increase in overall retail sales through the 2010 holiday season. Compete, Inc. is also predicting a big year for merchants. Compete's latest data, from the week of November 1-7, found that online shoppers spent an average of $185, 30% higher than spending two weeks prior. Brick-and-Mortar shoppers, meanwhile, spent $175, a 32% decrease for the prior two weeks.

Tags: 2010 Holiday Forecast, Akamai, Compete Inc., ecommerce, holiday shopping, holiday spending, online shopping

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