Press Releases

December 30, 2008

Sales during Online Holiday Shopping Season Decline by 3 Percent

Despite Weak Season Apple, Amazon, Wal-Mart and Sears Post Traffic Increases

RESTON, VA, December 30, 2008 – comScore (NASDAQ : SCOR), a leader in measuring the digital world, today reported its tracking of holiday season retail e-commerce spending for the holiday shopping season, beginning November 1 and ending December 23, the last day to purchase online with the possibility of delivery by Christmas Eve. Online spending reached $25.5 billion during that period, down 3 percent versus the corresponding shopping days in 2007.

2008 Holiday Season vs. Corresponding Days* in 2007
Non-Travel (Retail) Spending
Excludes Auctions and Large Corporate Purchases
Total U.S. – Home/Work/University Locations
Source: comScore, Inc.

 

Holiday Season

Millions ($)
2007 2008 Pct Change
November 1 – December 23 $26,332 $25,537 -3%

*Corresponding days based on corresponding shopping days (Oct. 27 – Dec. 18, 2007)

“The 2008 online holiday shopping season has declined 3 percent versus year ago, falling behind our expectation of flat sales this year,” said comScore chairman Gian Fulgoni. “This marks the first time we’ve seen negative growth rates for the holiday season since we began tracking e-commerce in 2001. The combination of having five fewer shopping days between Thanksgiving and Christmas and the severe economic headwinds faced by consumers has made this a really tough season for retailers, both offline and online.”

Q4 E-Commerce Spending to Date

The growth rate for Q4 2008 to date compared to the same period a year ago will end up looking marginally worse than the holiday season results. For the period of October 1 – December 28 compared to the same calendar days in 2008, e-commerce spending is down 4 percent to 36.8 billion. The fourth quarter of 2008 will also mark the first full quarter to record a negative growth rate since comScore began tracking e-commerce.

Fourth Quarter-to-Date E-Commerce Spending
Non-Travel (Retail) Spending
Excludes Auctions and Large Corporate Purchases
Total U.S. – Home/Work/University Locations
Source: comScore, Inc.

 

Q4-to-Date

Millions ($)
2007 2008 Pct Change
October 1 – December 28 $38,376 $36,803 -4%

Apple and Amazon among Top Traffic Gainers in December

Despite soft online sales this holiday season, consumers continued to shop online for the best deals. In the period of December 1-24 vs. the corresponding shopping days last year, several top retailers achieved growth in visitation to their sites. eBay remained the most visited retail site with 85.4 million visitors but saw a slight decline of 4 percent in visitors, while three of the top five most visited sites recorded gains. Amazon Sites grew 7 percent to 76.2 million visitors, followed by Wal-Mart (up 4 percent to 51.5 million visitors), Target (down 1 percent to 46.8 million visitors) and Apple Inc. (up 19 percent to 35 million visitors).

Traffic Growth to Top Retailer Sites
Dec. 1 – Dec. 24, 2008 vs. Corresponding Days* in 2007
Total U.S. – Home/Work/University Locations
Source: comScore Media Metrix
  Unique Visitors (000)
2007 2008 Percent Change
Total Internet 171,113 179,997 5%
eBay 88,894 85,442 -4%
Amazon Sites 70,975 76,240 7%
Wal-Mart 49,632 51,546 4%
Target Corporation 47,338 46,837 -1%
Apple Inc. 29,450 35,017 19%
Best Buy Sites 28,602 28,555 0%
JCPenney Sites 21,329 18,918 -11%
Toysrus Sites 19,817 18,075 -9%
Sears.com 18,010 18,413 2%
Circuit City Stores, Inc. 19,466 15,456 -21%
Overstock.com 18,911 15,951 -16%
AmericanGreetings Property 17,273 14,666 -15%
Hewlett Packard 15,217 19,425 28%
Dell 17,279 14,305 -17%
Macy's Inc. 15,715 15,868 1%

*Corresponding days based on corresponding shopping days (Oct. 27 – Dec. 19, 2007)

comScore’s Summary of 2008 Holiday Online Retail Spending by Key Time Period

Online Non-Travel (Retail) Holiday Consumer Spending
Excludes Auctions and Large Corporate Purchases
Total U.S. – Home/Work/University Locations
Source: comScore, Inc.
  Millions ($)
2007 2008 Pct Change
January – October $93,551 $102,144 9%
November 1 – December 23* $26,332 $25,537 -3%
November 27 (Thanksgiving Day)* $273 $288 6%
November 28 (Black Friday)* $531 $534 1%
December 1 (Cyber Monday)* $733 $846 15%
Heaviest Online Shopping Day

$881

(Dec. 10)

$887

(Dec. 9)

1%

* Versus Corresponding Shopping Days in 2007 Relative to Thanksgiving

About comScore
comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital marketing intelligence. For more information, please visit www.comscore.com/companyinfo.

Contact:
Andrew Lipsman
comScore, Inc.
+1 312 775 6510
press@comscore.com



 

Tags: e-Commerce, Holiday Shopping, Retail, Shopping