Home  › Stats › Audience/Traffic

Online Shopping's Holiday Surge

  |  December 16, 2005   |  Comments

The nearer the holiday, the more shoppers go online.

As Christmas approaches, shoppers turn to the Internet for gifts. Both comScore Networks and Hitwise released data on traffic patterns and spending.

comScore reports a total of $14.41 billion in online retail spending over the first 43 days of the holiday season, ending December 13. That's a 23 percent increase over the same period in 2004. The forecast for the full holiday season is expected to hit $19.6 million, a 24 percent hike over last year's sales.

2005 Holiday Season Forecast
2004
($B)
2005
($B)
Change
(%)
Year to date (through Dec. 13), actual 62.1 77.1 24
Holiday season (November-December), forecast 15.8 19.6 24
Q4, forecast 21.4 26.5 24
Full year, forecast 66.5 82.7 24
Note: Non-travel online consumer spending excludes auctions and large corporate purchases.
Source: comScore Networks, 2005

Online saw its top spending day on Monday, December 12; the day rung up $556 million in sales for online retailers. The second-busiest spending day of the holiday season happened on Tuesday December 13 with $554 million in sales. The data are consistent with recent reports finding Monday to be the busiest shopping day for online retailers.

Black Monday, Black Friday's November 28 online equivalent, ranks as the eighth busiest online shopping day of the season. This year, sales reached $484 million the Monday after Thanksgiving.

Top 10 Spending Days, November 1-December 13, 2005
Rank Date
1 Monday, December 12
2 Tuesday, December 13
3 Tuesday, December 6
4 Thursday, December 8
5 Monday, December 5
6 Wednesday, December 7
7 Friday, December 9
8 Monday, November 28
("Black Monday")
9 Wednesday, November 30
10 Tuesday, November 29
Source: comScore Networks, 2005

This holiday season retail Web sites accounted for 10.72 percent of traffic on the Internet, according to Hitwise. Auction sites rank as the top-growing site in the category with 9.5 percent growth. Apparel and accessories is up four percent; department stores rose 3.14 percent and books increased 3.11 percent the week ending December 10.

The top product-related search terms driving traffic to retail sites include "iPod," "lingerie," "toys," "Xbox 360," and "digital cameras."

Top 15 Shopping and Classifieds Web Sites, Week Ending December 19, 2005
Rank Name Domain Market Share (%) Weekly Growth (%)
1 eBay* www.ebay.com 19.63 2.49
2 Amazon.com www.amazon.com 3.48 6.69
3 Walmart.com www.walmart.com 2.03 1.76
4 Target.com www.target.com 1.37 0.80
5 Dell USA www.dell.com 1.31 3.46
6 Best Buy www.bestbuy.com 1.02 -4.59
7 craigslist www.craigslist.org 0.99 -4.97
8 JCPenney www.jcpenney.com 0.86 1.38
9 circuitcity.com www.circuitcity.com 0.76 -5.71
10 Overstock.com www.overstock.com 0.72 1.11
11 Sears.com www.sears.com 0.68 -3.38
12 Shopping.com** www.shopping.com 0.66 -2.52
13 BizRate.com** www.bizrate.com 0.63 -4.44
14 Netflix www.netflix.com 0.60 -0.35
15 Shopzilla www.shopzilla.com 0.59 -3.19
Notes:
1. Sites ranked by percentage of total visits for the week ending December 10, 2005.
2. eBay doesn't include standalone visits to other eBay sites (eBay Motors, eBay Stores).
3. Shopping.com and BizRate.com only include visits to the standalone sites listed, not other Shopping.com or Shopzilla-owned properties.
Source: Hitwise USA Inc., 2005

comScore releases data collected from its panel of users who opt-in to the panel. Hitwise measures traffic of more than 25 million users by recording data at the IP level. It also has an additional data from an opt-in panel.

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!

ABOUT THE AUTHOR

Enid Burns

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Stats delivers stats headlines to your inbox twice a week. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Jobs

    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...
    • Design and Publishing Specialist
      Design and Publishing Specialist (Bonner and Partners) - BaltimoreIf you’re a hungry self-starter, creative, organized and have an extreme...