The Year E-Commerce Saved Christmas
By Tom Ryan
to snowstorms, mall-madness phobia, e-deals, or an improved shopping experience,
e-commerce delivered what many saw as surprisingly strong results this
past holiday season. According to Coremetrics, online retail sales jumped
13.6 percent from Black Friday to Christmas Eve.
said the gains were helped by online discounts throughout the season as
well as one extra day of shopping during the season.
Said John Squire,
chief strategy officer at Coremetrics, “This
year, we saw retailers break tradition by turning Black Friday from a one-day
event into a month-long event with ‘screen busters’ in addition to door busters.”
At the same
time, SpendingPulse, part of MasterCard, said e-commerce sales vaulting
15.5 percent from Nov. 1 to Dec. 24 – the biggest holiday gain among channels.
Since Black Friday, e-commerce sales jumped 18 percent. Besides the extra
shopping day, SpendingPulse, which largely bases its data on credit card
payments, said that several major winter storms disrupted traffic to brick
and mortar locations and seemed to benefit online shopping.
but still healthy results came from comScore, which indicated online sales
from the beginning of November through Dec. 20 totaled $25.5 billion, up
4 percent from 2008. In addition to the snowstorms, the online-tracking
agency said aggressive late-season promotions by retailers with promises
of Christmas-delivery appeared to have paid off.
Don Davis, writing
how savvy online shoppers appeared to seek out deeper discounts and more
free shipping breaks this holiday season. Other online behaviors he pointed
to included earlier
online holiday shopping on Thanksgiving weekend, the influence of social
networks driving purchasing decisions, and share gains by larger e-commerce
For just the
month of November, online sales
among the top 25 retailers grew 13 percent compared with a decline of 10
percent among small and midsize retailers, according to comScore.
clear that the larger, established retailers have an overall competitive
advantage during a recession,” said
comScore chairman Gian Fulgoni in a statement.
“Not only are they better equipped to meet the price demands of cash-strapped
consumers, but they are also able to maintain their marketing investments
and gain consumer mindshare.”
Questions: What lessons should online and multi-channel retailers be
taking away from this holiday season? What shopping behaviors and site advancements
have done the most to reshape online shopping in 2009? Are larger e-commerce
players demonstrating a sizeable advantage over smaller players?
- Web Sales Show
Big Rise Throughout Holiday Buying Season- The Wall Street Journal
2009 Holiday Wrap-Up Report: A Stronger December Caps a Stabilizing Retail
Environment as Sectors Show Positive Year-Over-Year Growth Since Black
Friday – MasterCard Advisors
- comScore Media
Metrix Ranks Top Growing Properties and Site Categories for November 2009
- Wintry Weekend Boosts Online
Holiday Sales in Final Shopping Weekend of the Season – comScore
- Web Trumps Stores
– Internet Retailer
Recent Week of Online Holiday Shopping Season Achieves Above Average Growth
as Three Individual Days Surpass $800 Million in Spending – comScore