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BizReport : Ecommerce : November 26, 2011


comScore: 15% growth for holiday ecomm spend

So far this holiday season, more shoppers are hitting online stores. According to new data from comScore the ecommerce spend for the first 20 days of November is nearly $10 billion; that is a 14% increase over 2010 numbers.

by Kristina Knight

The highest shopping day thus far has been November 16 when online shopping hit $688 million. The spend so far has prompted comScore experts to forecast an overall spending increase of 15% for the holiday shopping season.

"The 2011 online holiday shopping season has shown strength in the early going with a year-over-year growth rate of 14 percent," said comScore chairman, Gian Fulgoni. "With the persistent backdrop of macroeconomic uncertainty and continued high unemployment, consumers appear to be increasingly favoring the online benefits of convenience and lower prices. Based on the expectation that these positive spending trends will continue for the season, this year promises to be a Merry Christmas indeed for online retailers."

Meanwhile, for Black Friday in particular, PointRoll reports they've seen record growth as more shoppers hit online outlets for page views (65% increase), Black Friday circulars and website traffic (49% increase).

"Online holiday shopping continues to happen earlier and consumers are now preparing on Sunday rather than waiting until after Thanksgiving dinner to identify the best offers," said Rob Gatto, CEO of PointRoll. "Additionally, consumers are expanding where and how they shop online and in-store while retailers are looking to capitalize with more localized and dynamic, audience targeted offers and advertisements delivered across multiple platforms."

Data from Experian/Hitwise is similar. They're reporting pre-Black Friday traffic (Top 500 Retail Sites) up 6% (YoY); there were more than 607 million site visits last week. Amazon, Walmart and Target were the top three visited websites for the week.

Tags: 2011 holiday shopping, Black Friday 2011, comScore, ecommerce trends, Hitwise, Pointroll










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