Reston-based comScore, a leader in measuring the digital marketplace, said Wednesday that retail e-commerce spending was way up for the first 32 days of the November–December holiday shopping season. To date, $21.4 billion has been spent online, marking a 14-percent increase versus the corresponding days last year.
The most recent week saw three days eclipse $1 billion in spending, led by Cyber Monday, which became the heaviest online spending day on record at $1.46 billion.
“While Cyber Monday was a high point for holiday e-commerce spending and Cyber Week saw several strong spending days, there was a clear softening in the growth rate during the back half of the week,“ comScore Chairman Gian Fulgoni, said in a statement. “ … However, as the urgency to finish one’s holiday shopping increases we expect to see growth rates pick up again in the next couple of weeks before Christmas.“
The company’s analysis of holiday spending demonstrates how various components are driving the current 14-percent growth rate So far, spending growth is being spurred by an increase in the number of buyers (up 9 percent to 128.7 million) and the average spending per buyer (up 5 percent to $165.90). Increased spending per buyer, however, comes primarily from an increase in the number of transactions (up 4 percent to 2.19 per buyer) as opposed to the amount spent per transaction (up only 1 percent to $75.90).
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