Comscore data

Online Retailers See Gains On Green Monday

Following the trend for this holiday shopping season, online sales were up on Green Monday, typically the Monday two weeks before Christmas, a day consumers traditionally feel confident that their items will arrive in time for Christmas. On Dec. 10, Internet spending was up 13 percent over the previous Green Monday.

Green Monday (Dec. 10) spending was up 13 percent this year, ranking it as the third heaviest online spending day for the season, after Cyber Monday and Dec. 4, according to comScore.

The industry research leader today reported holiday season retail e-commerce spending for the first 40 days of the November-December 2012 holiday season. For the holiday season to date, $29.3 billion has been spent online, marking a 13 percent increase versus the corresponding days last year.

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Green Monday reached $1.275 billion in spending. Typically the second Monday of December, Green Monday is a term coined by eBay to describe its best sales day in December, traditionally the second Monday of December. Green Monday is defined more specifically by comScore as the Monday with at least 10 days prior to Christmas.

“Green Monday kicked off this critical week for online holiday,” said comScore chairman Gian Fulgoni. “While Green Monday remains a very important day for the season, as consumers have gained confidence with on-time shipment delivery, there is perhaps less urgency than there once was to make those final purchases at least two weeks in advance of Christmas Day. What we’ve seen over the past few years is a tendency for heavy spending to continue late into the week of Green Monday and right up until free-shipping day, which this year falls on Dec. 17.”

The top-gaining category for the season-to-date is digital content and subscriptions, predominantly comprised of digital book, music and video downloads, which has grown 22 percent versus year ago.

Spending growth was driven by both an increase in the number of buyers (up 7 percent to 9 million) and an increase in spending per buyer (up 6 percent to $140.95). The gain in spending per buyer primarily reflected an increase in the number of transactions per buyer (up 5 percent to 1.76) rather than an increase in the dollar value of a transaction, which was up only 2 percent to $80.11. This likely reflects consumers’ willingness to purchase at a variety of retailers to take advantage of competitive deals and discounts.

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After digital content, the toy category ranks second with a growth rate of 18 percent, followed by video game consoles and accessories (up 15 percent). Consumer electronics currently ranks fourth (up 15 percent) on the strength of smartphone sales, while computer hardware rounds out the top five (up 14 percent) on the strength of tablet sales.




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