Online Shopping Slows in July

Total online sales increased by less than 1 percent in July of 2000, from $4.01 billion in June to $4.03 billion, according to the NRF/Forrester Online Retail Index.

“The results of the July Index didn’t come as a surprise, since, historically, less shopping goes on in the summer months,” said Scott Silverman, NRF VP of Internet Retailing. “We look forward to seeing how online shopping trends evolve as we move into fall — and particularly in light of the upcoming holiday season.”

Office supplies as the low-priced, small-ticket category that experienced the greatest increase — from $110 million in June to nearly $150 million in July. Spending on videos increased from $80 million in June to $94 million in July; footwear and apparel rose collectively from $197 million to $214 million; and sporting goods went from $76 million in June to $79 million in July.


July 2000 NRF/Forrester Online Retail Index
Category Total Spent
in July

(in thousands)
Total Spent
in June

(in thousands)
July Index
Results

(July/June)
Small-Ticket Items
Software $140,151 $151,596 .92
Books $189,806 $197,566 .96
Music $125,145 $150,637 .83
Videos $94,291 $80,726 1.17
Office supplies $149,538 $110,930 1.35
Apparel $165,352 $154,277 1.07
Footwear $49,579 $43,331 1.14
Jewelry $66,079 $76,832 .86
Flowers $45,225 $57,047 0.79
Linens/Home Decor $55,673 $62,990 0.88
Health and Beauty $122,487 $123,527 0.99
Small appliances $48,121 $48,083 1.00
Toys/Video Games $111,502 $116,412 .96
Sporting Goods $79,165 $76,168 1.04
Tools and Hardware $57,636 $63,027 .91
Garden Supplies $25,980 $32,487 .80
Big-Ticket Items
Computer hardware $377,499 $424,527 .89
Consumer Electronics $250,615 $219,054 1.14
Appliances $50,414 $29,542 1.71
Furniture $56,018 $42,467 1.32
Food/Beverages $130,540 $129,802 1.01
Airline Tickets $681,784 $664,278 1.03
Car Rental $196,487 $168,019 1.17
Hotel Reservations $383,130 $420,114 .91
Other $373,327 $373,259 1.00
Total Spending $4,025,544 $4,016,697 1.01
Number of Shoppers 13,880 13,937 1.00
Average Spent per Consumer $290.01 $288.20 1.00
Source: NRF/Forrester

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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