E-Retailers Feeling Holiday Cheer From Consumers In 2009

December 14, 2009: Although many retailers are feeling the pinch of consumers dealing with the economy, online spending during the 2009 holiday season is up, albeit slightly, from 2008. During the holiday season, retail e-commerce spending for the first 41 days of the November–December 2009 period has hit $19.9 billion, with two individual days surpassing $800 million in spending, according to digital marketing and resource company comScore, Reston Va.

Online consumers spent $887 million on Cyber Monday, Nov. 30 and $886 million the next day, Dec. 1. comScore said that the first $900 million one-day online spend could happen Dec. 14, which also is known as Green Monday, defined as the Monday at least ten days prior to Christmas. According to comScore, online spending during the first 41 days of the period was up 3% versus the corresponding days last year. In addition, online spending during the week of Dec. 5-11, 2009, was up 4% versus year ago, from $4.5 million to $4.6 million. One factor: Hanukkah this year began the night of Dec. 11; in 2008, Hanukkah began the night of Dec. 21.

comScore lists Wednesday, Dec. 9, 2008 as the No. 1 single biggest online spending day ever, with its $887 million topping Nov. 30, 2009 by percentage points. The top five days also include Green Monday, Dec. 10, 2007 ($881 million) and Green Monday, Dec. 15, 2008 ($859 million). This order could change if comScore predictions are accurate.

"Dec. 14 is likely to produce our heaviest online spending total for the season and represents our best opportunity to surpass [the] $900 million spending threshold."

"Although this most recent week of holiday shopping did not produce the first $900 million spending day, we saw above average growth rates including a strong end to the week,” Gian Fulgoni, comScore chairman, said in a statement. “Monday, Dec. 14 — otherwise known as Green Monday — is likely to produce our heaviest online spending total for the season and represents our best opportunity to finally surpass that elusive $900 million spending threshold."

comScore said that online spending would still be heavy through the week ending Dec. 18, but that traditional stores should expect an increase of consumers in the final week before Christmas.

"The early part of this upcoming week should bring us the heaviest online spending days of the season before consumers refocus their attention on brick-and-mortar retail locations to finish up their holiday shopping," said Fulgoni."

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