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Online Consumers Spending More Per Visit This Holiday

  |  December 5, 2006   |  Comments

Dollars spent per visit are growing faster than the number of visitors to online retail stores.

Consumers are spending roughly 11 percent more per visit to online retail sites while holiday shopping. That's according to data released by comScore Networks, detailing the first 31 days of the holiday shopping season.

Spending at online retail stores is up 24 percent from last year. Dollars spent from November 1 to December 1 totaled $11.75 billion, compared to $9.45 billion last year.

Traffic to online retailers grew at about half the rate of sales (13 percent), and total number of visits increased by 12 percent. The larger increase in sales compared to visits means consumers are spending about 11 percent more on a per-visit basis this year.

ComScore chairman Gian Fulgoni estimates the online channel will represent about 7 percent of holiday shopping this season. "Buoyed by strong consumer spending during recent days, like Cyber Monday (November 27th, 2006) and Tuesday November 28th -- which each saw $608 million in spending -- online sales have been strong throughout the holiday season," he said in the report.

ComScore measures Web traffic and behaviors from a global cross-section of more than 2 million consumers who have given the research firm permission to confidentially capture their browsing and transaction behavior.

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Enid Burns

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