Online Holiday Sales Top 2008 Marks

Large retailers 'significantly outperformed' smaller merchants.

by staff writer
- Jan 05, 2010

Online shoppers spent $27 billion from Nov. 1 to Dec. 24, increasing holiday sales by 5 percent just a year after holiday sales dropped for the first time on record.

Holiday sales fell off by 3 percent in 2008, but in 2009, sales increased for most days leading up to Christmas, according to research firm comScore. Dec. 14 was the only day sales dropped, with a decline of 1 percent.

"The season featured a strong start, as a result of early retailer promotions, and a very strong finish, helped by the snow storms that occurred the weekend of Dec. 19 to 20," says Gian Fulgoni, comScore's chairman. "This was also a year when retailers substantially boosted their use of social-networking marketing and the larger retailers significantly outperformed their smaller brethren. In these tough economic times, the retailers with significant financial resources and a willingness to invest in aggressive marketing and free shipping offers were clear winners."

Dec. 15 was the busiest shopping day of the holiday season, reaching $913 million in total sales, a 21-percent increase compared to 2008. Cyber Monday followed with $887 million in sales, a 5-percent increase over 2008. Sales during the harsh snowstorms that hit the Eastern United States reached $767 million, a 13-percent increase.

About the Author

Auctiva staff writers constantly monitor trends and best practices of those selling on eBay and elsewhere online. They attend relevant training seminars and trade shows and regularly discuss the market with PowerSellers and other market experts.

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