Comscore Reports $29.1 Billion in U.S. Retail E-Commerce Spending for Full November-December Holiday Season, Up 4 Percent vs. Year Ago

Season Highlights Include Growth Surpassing Forecasts and First $900 Million Spending Day on Record

RESTON, VA, January 6, 2010 – Comscore (NASDAQ : SCOR), a leader in measuring the digital world, today reported holiday season retail e-commerce spending for the entirety of the November – December 2009 holiday season. For the full holiday online shopping season, $29.1 billion was spent online, marking a 4-percent increase versus the same period last year. The season featured distinct periods of strong spending growth surrounding the Thanksgiving-Black Friday timeframe and the final shopping week leading up to Christmas.

2009 Holiday E-Commerce Season vs. Year Ago
Non-Travel (Retail) Spending
Excludes Auctions and Large Corporate Purchases
Total U.S. – Home/Work/University Locations
Source: Comscore, Inc.

Millions ($)



Percent Change

November 1 – December 31




Thanksgiving Day (Nov. 26)*




Black Friday (Nov. 27)*




Cyber Monday (Nov. 30)*




Green Monday (Dec. 14)*




Tuesday, Dec. 15*




Weekend Before Christmas (Dec. 19-20)*




*Versus corresponding shopping days from 2008, not same calendar dates

“The 2009 online holiday shopping season was a positive one as its growth rate slightly surpassed our forecast and returned to solidly positive rates after nearly a full year of marginally negative growth,” said Comscore chairman Gian Fulgoni. “Among the highlights of the season was the first $900 million online spending day and a strong late season spending surge, propelled by effective retailer promotions, guaranteed shipping and a major snowstorm on the eastern seaboard that convinced many to shop from the comfort of home. It’s possible that this better-than-expected end-of-year performance is a harbinger of renewed vigor and optimism for 2010 as the consumer economy seeks to rebound from one of the worst years in memory. At the same time, we need to remember that consumers’ spending power remains constrained by high unemployment levels, substantial debt and a new-found desire to save.”

“Green Tuesday” Emerges as Top Individual Spending Day as Nine Surpass $800 Million in 2009

Tuesday, Dec. 15 ranked as the heaviest online spending day of the year – and of all time – at $913 million, one of nine individual spending days to surpass $800 million during the 2009 holiday season. The heavy spending on this day represented a surprise total on the heels of a somewhat lower than expected $854 million spent on Green Monday (Dec. 14, 2009).

Meanwhile, Cyber Monday (Monday, Nov. 30), propelled by aggressive retailer promotions, ranked as the second heaviest spending day of the season, the highest it has ever ranked on this list, with $887 million in spending. The third heaviest spending day of the year was Tuesday, Dec. 1 with $886 million in spending, followed by Wednesday, Dec. 16 with $874 million and Green Monday (Monday, Dec. 14) rounding out the top five with $854 million.

Ten Heaviest U.S. Online Retail Spending Days of 2009
Non-Travel (Retail) Spending
Excludes Auctions and Large Corporate Purchases
Total U.S. – Home/Work/University Locations
Source: Comscore, Inc.


Spending in Millions ($)


Tuesday, Dec.15



Monday, Nov. 30, 2009 (Cyber Monday)



Tuesday, Dec. 1, 2009



Wednesday, Dec. 16



Monday, Dec. 14, 2009 (Green Monday)*



Thursday, Dec. 10, 2009



Tuesday, Dec. 8



Thursday, Dec. 17



Thursday, Dec. 3



Wednesday, Dec. 2


*Green Monday occurs on the Monday with at least 10 days prior to Christmas and tends to be the heaviest online spending day of the season.

Jewelry & Watches and Consumer Electronics Rank as Top Performing Online Retail Categories

Jewelry & Watches, following a disastrous 2008 holiday season in which sales plummeted 29 percent, rebounded strongly to rank as the top performing online retail category for the 2009 holiday season growing 20 percent versus year ago. Consumer Electronics ranked second with 15-percent sales growth, bolstered by strong sales of flat panel TVs (which experienced significant price cuts this year), mobile devices and e-readers. Other categories performing quite strongly included event tickets (up 8 percent), computer hardware (up 7 percent) and books & magazines (up 6 percent).

Top Growing U.S. Retail E-Commerce Categories for 2009 Holiday Season
November-December 2009 vs. Year Ago
Total U.S. – Home/Work/University Locations
Source: Comscore, Inc.

Retail Category

Percent Change in Dollar Sales

Jewelry & Watches


Consumer Electronics


Event Tickets


Computer Hardware


Books & Magazines


Weekly Online Holiday Retail Sales

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

Bill Daddi
Daddi Brand Communications