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Monday, December 6, 2010

Online Holiday Shopping Reaches All Time High – Exceeds $13 Billion

Posted by @ 10:44 pm

With the formal “holiday shopping days” out of the way (Thanksgiving, Black Friday and Cyber Monday), researchers have started releasing the sales and revenue figures.

The good news is that the 2010 holidays were the biggest online shopping period ever, with Cyber Monday beating Black Friday in revenue. According to comScore more than $1 billion was spent by US shoppers alone on Cyber Monday.

Cyber Monday is the first Monday after Thanksgiving and is a relatively recent retail phenomenon, compared to Black Friday, the day after Thanksgiving. Many retailers traditionally open their doors at midnight on Black Friday, attracting shoppers with heavily advertised discounts.

Here are some of the official statistics from comScore:

  • $13.55 billion has been spent online in US during the holiday season to date
  • 13% increase from 2009 holiday shopping period
  • Cyber Monday spending up 16% from 2009 to $1.028 billion
  • The first time Cyber Monday has surpassed billion-dollar revenue
  • Number of online buyers grew by 4% from last year
  • Average transaction value was $60.05 (10% increase)

Below is comScore’s official breakdown of the total spending by US shoppers over the holiday period.

One statistic I found interesting from the report was the number of shoppers who purchased from their work computer. Nearly half (48.9%) of dollars spent online at U.S. websites originated from work computers. I would have thought this figure would have been lower, considering most people would be on holidays on the major shopping days (Black Friday and Cyber Monday), allowing the majority to purchase from home.

It appears that businesses had the biggest wins by using search engine marketing to promote their products/services in the lead up to the holiday period and during the Black Friday/Cyber Monday weekend. Digital marketing software provider, Kenshoo says that search ad budgets, transactions, and revenue were all up this year:

Overall, for the 26-day period ending with Cyber Monday, 2010 search advertising budgets were up 31% compared to 2009. Total online sales transactions increased 83% during this time, resulting in 60% more online sale revenue for retailers.

The report by Kenshoo also identifies six trends that should be considered when planning next years holiday season advertising:

  1. The Holiday Shopping Season is Starting Earlier
  2. Online Shoppers are More Responsive to Paid Search Advertising
  3. Consumers are Buying More Often With Smaller Basket Sizes
  4. Paid Search Advertisers Have Increased Effectiveness
  5. Thanksgiving is Now “Cyber Kickoff Day”
  6. Competition for Retailers Peaks on Cyber Monday

We’re certainly looking forward to the wash-up for the whole holiday shopping period, which is far from over. It certainly looks promising for online retailers.

Courtney Mills Courtney is an online marketing and communications specialist at ineedhits - a leading search engine marketing firm with over 16 years experience. Courtney has been living and breathing online marketing for over 5 years. She specializes in web and communication marketing, while providing news and opinion to online marketing communities.

View Courtney Mills's profile

Discussion (7 - comments)

[...] Read Original Story at [...]

By Online Holiday Shopping Reaches All Time High – Exceeds $13 Billion | RM2 Project - December 7, 2010

[...] Click Here To Read Original Post on SEO | SEM News [...]

By Online Holiday Shopping Reaches All Time High – Exceeds $13 Billion « Miami Beach Web Designer - December 7, 2010

I think its great that online shopping has made it easy to compare items without having all the running around. It allows us all to spend more time with our families!!! Happy Holidays

By Dena - December 7, 2010

I ONLY do my christmas shopping online with my busy schedule. I purchased the PS3 Move for my children this year and received it the next day, it’s just insane. The way they have streamlined the process of shipping,wrapping, and getting to your doorstep has really become a whole business in itself!

By CarrieB - December 8, 2010


I am sad to hear that you have fell into the trap that a lot of online buyers have.
The websites that do the comparision… 1st it is only companies that pay etc… that they include. They do not take into effect correctly shipping etc…. You will not get your best deals at those places. I am a retailer and it shocks me how those retailers get around and fool the buying public. You probably paid on average 20% more than you would of at other places. But you thought you were getting a good deal. How do you thing the comparison sites and auction sites get their 15%. As a retailer I can not afford it. I am already selling at slim margin.

Please be smarter than to trust comparison or auction places for the best price. You will pay more and be fooled.

By Judy - December 9, 2010

[...] This post was mentioned on Twitter by Mysteriously Unnamed, eDo$h. eDo$h said: Holiday online shopping exceeds $13 Billion [...]

By Tweets that mention Online Holiday Shopping Reaches All Time High – Exceeds $13 Billion | ineedhits -- - December 9, 2010

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By Edosh Corporate Blog » Online Shopping Going Through The Roof - December 14, 2010

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