Free Shipping Drives 2009 Holiday E-Commerce Sales
Data analytics company comScore reported holiday season retail e-commerce spending for November through December 18, and the numbers are impressive for a “down economy.” Most notably, Tuesday, December 15 set an individual day spending record of $913 million. With all that clicking, Santa must be dealing with some wicked carpal tunnel syndrome…
| 2009 Holiday Season To Date vs. Corresponding Days* in 2008 Non-Travel (Retail) Spending Excludes Auctions and Large Corporate Purchases Total U.S. – Home/Work/University Locations Source: comScore, Inc. |
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| Millions ($) | |||
| 2008 | 2009 | Percent Change | |
| November 1 – December 18 | $23,873 | $24,757 | 4% |
| Thanksgiving Day (Nov. 26) | $288 | $318 | 10% |
| Black Friday (Nov. 27) | $534 | $595 | 11% |
| Cyber Monday (Nov. 30) | $834 | $887 | 5% |
| Green Monday (Dec. 14) | $859 | $854 | -1% |
| Tuesday, Dec. 15 | $754 | $913 | 21% |
Also trending upward were the amount of retailers offering free shipping and average order values:
| 2009 E-Commerce Transaction Analysis vs. Corresponding Weeks in 2008 Non-Travel (Retail) Spending Excludes Auctions and Large Corporate Purchases Total U.S. – Home/Work/University Locations Source: comScore, Inc. |
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| Week Ending | Percent of Transactions Incl. Free Shipping | Average Order Value for All Online Transactions | ||
| 2008 | 2009 | 2008 | 2009 | |
| Nov. 8, 2009 | 38% | 45% | $102 | $105 |
| Nov. 15, 2009 | 34% | 48% | $99 | $94 |
| Nov. 22, 2009 | 39% | 47% | $101 | $97 |
| Nov. 29, 2009 | 46% | 47% | $113 | $117 |
| Dec. 6, 2009 | 49% | 50% | $110 | $117 |
| Dec. 13, 2009 | 39% | 45% | $103 | $102 |
| Dec. 20, 2009* | 38% | 45% | $96 | $96 |
Charts and data from comScore, Inc.
