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BizReport : Ecommerce archives : December 12, 2016

Reports: Shoppers buying, worried about inventory

According to comScore data, there have been more than 11 billion dollar sales days so far this holiday season, with digital commerce showing 14% growth YoY so far. This strong growth is good news for retailers. Here's how it breaks down.

by Kristina Knight

With $38 billion in retailers' pockets so far this holiday, many would say the season has been a success - speaking solely of shopping. Desktop spending for Cyber Week increased about 13% with the biggest single day shopping totals coming in on Cyber Monday ($2.6 billion) and Black Friday ($1.9 billion) as is to be expected.

"Online holiday commerce continues to perform very well through the week following Cyber Monday. We're seeing billion-dollar shopping days become the new norm, with eleven consecutive days eclipsing that milestone on desktop - a trend we expect to continue through the current week and beyond," said comScore CEO Gian Fulgoni.

Meanwhile, Viant has identified three shopping personas that are heavy spenders - digital introverts, fathers, and convenience shoppers. Breaking them down further:

• Digital Introverts: They spent an average of $665 in last year's holiday season and spend 3X as much as the average department store shopper.
• Dads: Research before purchasing and like to shop with family
• Convenience Shoppers: Location is key, along with organized merchandise and available sizing

But, data from Elementum indicates the fear of product shortages is topping brand loyalty for many shoppers. Their research shows most (63%) Americans would switch favored brands if a shortage occurred.

What this means - for brands and retailers alike - is that having up to date inventory, both online and offline, is crucial to the customer experience.

Tags: comScore, ecommerce, ecommerce trends, Elementum, holiday ecommerce, Viant

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