U.S. Online Holiday Spending Approaches $22 Billion for the Season, Up 12 Percent vs. Year Ago

Upcoming “Green Monday” (Dec. 13) Among Candidates for Heaviest Online Spending Day of the Year

RESTON, VA, December 12, 2010 – Comscore (NASDAQ : SCOR), a leader in measuring the digital world, today reported holiday season retail e-commerce spending for the first 40 days of the November – December 2010 holiday season. For the holiday season-to-date, more than $21.95 billion has been spent online, marking a 12-percent increase versus the corresponding days last year. The most recent week (week ending Dec. 10) reached $5.15 billion in spending, an increase of 11 percent versus the corresponding week last year, as two individual days each surpassed $900 million.

2010 Holiday Season To Date vs. Corresponding Days* in 2009
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 10




Thanksgiving Day (Nov. 25)




Black Friday (Nov. 26)




Cyber Monday (Nov. 29)




Week Ending Dec. 10 (Dec. 4-10)




*Corresponding days based on corresponding shopping days
(November 2 thru December 11, 2009)

“Growth rates during the most recent week settled in at around 11 percent, which is consistent with our forecasted spending growth rate for the holiday season,” said Comscore chairman Gian Fulgoni. “With more than $5 billion in spending this past week, it’s clear that while deal-seeking shoppers may have driven stronger than anticipated spending early in the season, Americans continue to demonstrate a significantly greater willingness to spend online this year than in seasons past. This coming week, beginning with Green Monday, should see some of the heaviest online shopping activity of the season and we expect at least one more day to surpass the billion dollar spending threshold.”

“Green Monday” Leads the Way for Online Holiday Shopping

In 2007, eBay coined the term “Green Monday” to describe the Monday occurring around the second week of December, which has tended to be the heaviest (or among the heaviest) online spending days of the year. An analysis of the past five holiday shopping seasons reveals that “Green Monday” has had very high spending levels each year, ranking as the top spending day of the season on two occasions (2005 and 2007), and the second heaviest spending day on two other occasions (2006 and 2008). In 2009, “Green Monday” was only the fifth heaviest day of the season, with the following Tuesday, December 15 ranking as the heaviest with $913 in spending.

“Green Monday” U.S. Online Spending: 2005-2009
Non-Travel (Retail) Spending
Excludes Auctions and Large Corporate Purchases
Total U.S. – Home/Work/University Locations
Source: Comscore, Inc.




Rank for Season


Monday, December 12




Monday, December 11




Monday, December 10




Monday, December 15




Monday, December 14



“We anticipate that Green Monday this year will be another strong day for online buying, leading off what will be the heaviest spending week of the season,” added Mr. Fulgoni. “However, with Free Shipping Day occurring on Friday, December 17, it is likely that buying will get distributed more evenly across the week rather than concentrated so heavily in the early days of the week. As a result, several days in the upcoming week are candidates to the heaviest online spending day of the year. It’s also apparent that as consumers become more confident in the reliability of expedited shipping that they are willing to buy online later in the season”

Ten Heaviest Online Spending Days on Record

Since Comscore began tracking e-commerce spending in 2001, it has witnessed five individual shopping days eclipse $900 million in spending. To date, Cyber Monday 2010 (Nov. 29) is the only billion dollar spending day on record, followed by Monday, December 6, 2010 with $943 million and Tuesday, December 15, 2009 with $913 million. Tuesday, Nov. 30, 2010 ($911 million) and Wednesday, Dec. 8, 2010 ($901 million) round out the top five. Of the ten heaviest online spending days on record, most have occurred during the early part of the work week with four occurring on Mondays, three on Tuesdays, and two on Wednesdays.

Ten Heaviest U.S. Online Retail Spending Days on Record (thru Dec. 11, 2010)
Non-Travel (Retail) Spending
Excludes Auctions and Large Corporate Purchases
Total U.S. – Home/Work/University Locations
Source: Comscore, Inc.


Spending in Millions ($)


Monday, Nov. 29, 2010 (Cyber Monday)



Monday, Dec. 6, 2010



Tuesday, Dec. 15, 2009



Tuesday, Nov. 30, 2010



Wednesday, Dec. 8, 2010



Thursday, Dec. 9, 2010



Wednesday, Dec. 9, 2008



Monday, Nov. 30, 2009 (Cyber Monday)



Tuesday, Dec. 1, 2009



Monday, Dec. 10, 2007 (Green Monday)


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

Bill Daddi
Daddi Brand Communications