Just Another Manic Monday: $1.1 Billion in Green Monday U.S. Online Spending Ranks Behind Two Preceding Mondays as 3rd Heaviest Day of the Holiday Season

19 Percent Y/Y Gain on Green Monday Outpaces Current Season-to-Date Growth Rate

RESTON, VA, December 14, 2011 – Comscore (NASDAQ : SCOR), a leader in measuring the digital world, today reported holiday season retail e-commerce spending for the first 42 days of the November – December 2011 holiday season. For the holiday season-to-date through December 12, $26.8 billion has been spent online, marking a 15-percent increase versus the corresponding days last year. The most recent week (week ending Dec. 11) reached a record $6.1 billion in spending, in line with the season-to-date’s 15-percent growth rate. Monday, December 12, known as “Green Monday” (the second Monday in December when online spending has historically tended to peak), reached $1.13 billion in spending, representing a 19-percent increase versus last year, and ranking as the third heaviest spending day of the season after Cyber Monday ($1.25 billion) and Monday, December 5 ($1.17 billion).

2011 Holiday Season To Date vs. Corresponding Days* in 2010
Non-Travel (Retail) Spending
Excludes Auctions and Large Corporate Purchases
Total U.S. – Home & Work Locations
Source: Comscore, Inc.

Millions ($)



Percent Change

November 1 – December 12




Thanksgiving Day (Nov. 24)




Black Friday (Nov. 25)




Thanksgiving Weekend (Nov. 26-27)




Cyber Monday (Nov. 28)




Week Ending Dec. 11




Green Monday (Dec. 12)




*Corresponding days based on corresponding shopping days (November 2 thru December 13, 2010)

“Green Monday was another exceptional day for the online holiday shopping season, posting more than $1.1 billion in sales with a growth rate of 19 percent versus last year,” said Comscore chairman Gian Fulgoni. “Green Monday also kicks off what should be the heaviest week of the year for online shopping, where we could see several billion dollar spending days, punctuated by Free Shipping Day on Friday, December 16. It is interesting to note that for the past three years, Cyber Monday sales have exceeded those on Green Monday, demonstrating the degree to which retailer promotions and consumer awareness have grown the popularity of the Monday after Thanksgiving Day as the day to be buying online. That online holiday spending growth has remained well into the double digits throughout all the key days of the season also underscores the clear strength of the e-commerce channel.”

Top Growing Online Retail Categories for Season-to-Date

For the holiday season-to-date (through Green Monday), Digital Content & Subscriptions ranks as the fastest growing online retail category with a growth rate more than double that of the online sector as a whole. Jewelry & Watches, a luxury goods category, has seen a strong resurgence as the second fastest growing category this season. Consumer Electronics, led by tablets and flat panel TVs, ranks third, followed by Video Games and Computer Software. Each of the top 10 gaining categories is growing at least the rate of total retail e-commerce growth.

Top Growing Online Retail Categories vs. Corresponding Days in 2010
Non-Travel (Retail) Spending
Excludes Auctions and Large Corporate Purchases
Total U.S. – Home & Work Locations
Source: Comscore, Inc.


Retail Category


Digital Content & Subscriptions


Jewelry & Watches


Consumer Electronics


Video Games


Computer Software (excl. PC Games)




Sport & Fitness


Computer Hardware


Apparel & Accessories


Event Tickets

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 business analytics. For more information, please visit www.comscore.com/companyinfo.

Bill Daddi
Daddi Brand Communications