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BizReport : Ecommerce archives : December 02, 2013

Black Friday sales online via desktop reach $1.198 billion

It's time to take a look at what happened on Black Friday and comScore is one of the first to release figures showing how much was spent online on what was the busiest shopping day of the year so far.

by Helen Leggatt

Online spending on Black Friday 2013 was up 15% on last year, according to comScore's just-released data. The manic shopping day, traditionally spent in a scrum in a physical store, saw $1.198 billion spent via desktop online.

To date, $20.6 billion has been spent during this year's holiday season, 3% up on the same period last year. Online spending on Thanksgiving Day, the day before Black Friday, rose 21% on last year with $766 million in spending.

There's little surprise to learn that Amazon was the most-visited retailer from desktop computers (work and home), followed by eBay, Walmart, Best Buy and Target. But it wasn't electronics that took the lion's share of monies spent. Instead, the category 'Apparel & Accessories' leapfrogged 'Computer Hardware' (19% of online sales) and 'Consumer Electronics' (7%) with 28% of online dollar sales.

"Clearly many consumers prefer to avoid the crowds and lines typically associated with Black Friday by shopping from the comfort of their own homes, and we saw a record 66 million Americans do that this year," said comScore chairman Gian Fulgoni in today's announcement.

"Also interesting is that the recent trend of kick-starting holiday shopping by opening stores on Thanksgiving Day seems to be having a spillover effect on the online channel. Thanksgiving once again posted a well above average growth rate and is the fastest-growing online shopping day over the past five years, as more Americans opt for couch commerce following their Thanksgiving Day festivities."

The comScore data does not include mobile sales figures which, no doubt, will have a significant effect on this year's spending.

Image via Shutterstock

Tags: 2013, Black Friday, ecommerce, holiday 2013 ecommerce, Thanksgiving trends

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