Total spending on online sales increased from $4.4 billion in October to nearly $6.4 billion in November, according to the NRF/Forrester Online Retail Index. More than 22 million households shopped online in November, spending an average of $285 per person.
Categories that experienced a significant increase included toys, sporting goods, and apparel. Online sales of toys and video games soared from $203 million in October to $673 million in November. Online sales of sporting goods shot from $68 in October to $152 million in November. Similarly, apparel leapt from $253 million in October to $525 million in November.
“Last month, online sales alone exceeded combined sales in November and December 1999 by more than 25 percent — or $1.4 billion,” said Scott Silverman, VP, Internet retailing at NRF. “Even if December 200 is equal or even slightly lower than November,we can still expect online spending in 2000 to more than double last year’s performance.”
|November 2000 NRF/Forrester Online Retail Index|
|Health and Beauty||$176,197||$147,995||1.19|
|Tools and Hardware||$54,172||$43,544||1.24|
|Number of Buyers||22,409||16,444||1.36|
|Average Spent per Consumer||$285.34||$268.33||1.06|
About the index:
The NRF/Forrester Online Retail Index measures, on a monthly basis, the growth and seasonality of online shopping based on data collected from online shoppers. The Index is based on 5,000 responses to an online panel fielded by Greenfield Online during the first 10 business days of each month. The monthly panel is weighted to Forrester Research’s Benchmark Panel, which surveyed nearly 90,000 US and Canadian members of a consumer mail panel developed by NPD Group. Data was weighed to represent the North American population demographically.
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