Late season online sales fizzle
Online holiday sales from desktop computers increased a less-than-expected 10% after a late season surge failed to materialize, according to comScore.
The digital measurement firm in late November predicted online sales from desktop computers would increase 14% during the November and December time frame and reach slightly more than $48.1 billion. However, as of December 26, data from the firm showed sales were up 10% to $42.8 billion for the comparable period.
"Our expectations for the online holiday shopping season anticipated that consumers would spend heavily later into the season out of necessity to make up for the highly compressed holiday shopping calendar this year," said comScore chairman Gian Fulgoni. "Unfortunately that was not in the cards, as the final online shopping week saw considerably softer sales than anticipated, including zero billion dollar spending days — although Monday and Tuesday came close."
2013 holiday season to date vs. corresponding shopping days* in 2012 Non-travel (retail) e-commerce spending Excludes auctions and large corporate purchases Total U.S.: Home and work desktop computers Source: comScore | |||
Millions ($) | |||
2012 | 2013 | Percent Change | |
Holiday season-to-date (through Dec. 22)* | $38,912 | $42,750 | 10% |
Thanksgiving Day (Nov. 28) | $633 | $766 | 21% |
Black Friday (Nov. 29) | $1,042 | $1,199 | 15% |
Cyber Monday (Dec. 2) | $1,465 | $1,735 | 18% |
Green Monday (Dec. 9) | $1,275 | $1,401 | 10% |
The late season online slowdown was in contrast to a heady start Thanksgiving weekend. Online sales on Thanksgiving Day increased 21% to $766 million, Black Friday sales rose 15% to nearly $1.2 billion and Cyber Monday was up 18% to $1.7 billion.
"Strong momentum coming out of Thanksgiving, in addition to heavy weekend buying, suggested we would meet or exceed expectations as long as momentum continued through the final week before Christmas,” Fulgoni said, noting the most recent week fell short of th