Online Spending Up, But Not By Enough
ADOTAS — Online spending this holiday season is down only 1 percent compared to last year.
The first 49 days, starting Nov. 1, saw $24.03 billion spent onnline, with the most recent week showing several strong spending days, according to comScore. Dec. 15 ranked as the second highest spending day, at $859 million, for the season, right behind Dec. 9 at $887 million.
“With five fewer days of holiday shopping between Thanksgiving and Christmas this year, there is increasing pressure on consumers to make their holiday purchases in time for Christmas,” said comScore chairman Gian Fulgoni. “As a result, we’ve seen online shoppers continue to spend heavily even later into the season, with the most recent week including four of the top ten spending days of the season.”
But Fulgoni also said the combination of a compressed holiday schedule and economic woes could cut short the online spending.
Between Thanksgiving and Dec. 19, the average for daily online spending has been $643 million, 5 percent higher than last year. But shortened season will hurt the overall total because the daily sales hasn’t increased enough to overcome it.
– Express your opinion, comment below.
Reader Comments.
You do realize that comScore’s method of calculating online ad spend is one of the most inaccurate ways of measuring the industry’s potency, right? Even comScore’s representatives will tell you that their Ad Metrix tool is still in beta testing and used as a guide; not to be taken as absolute fact.
Thanks, John Mahoney, for that irrelevant piece of news. This is an article on e-commerce spending NOT online ad spending. Are you even awake?
Thanks Fangio. You actually just proved my point even more. ComScore tracks ads spending by ADVERTISERS online, not consumers. Plan metrix polls 25,000 consumers to find out how much they SAY they spent online during a given period (past 6 months, past 12 months, etc.) but they are not getting this information from actual online ad sales figures provided by advertisers (like eMarketer).
Whether you are discussing advertiser or consumer spending online, comScore is not a good source for quoting this statistic.
John Mahoney is right, Fangio you’re an idiot.
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