Thanksgiving and Black Friday Post Strong E-Commerce Growth, Combining for More Than $3 Billion in Desktop Spending
Thanksgiving Posts 17-Percent Gain to $1.3 Billion, While Black Friday Jumps 19 Percent to Just Under $2 Billion Pushing Holiday Season-to-Date Growth Rate to 12 Percent
RESTON, VA, November 27, 2016 – Comscore (NASDAQ: SCOR) today reported U.S. desktop retail e-commerce spending for the first 25 days of the November–December 2016 holiday season. For the holiday season-to-date, $24.52 billion has been spent online, marking a 12-percent increase versus the corresponding days last year.
Thanksgiving Day saw a 17-percent gain to $1.29 billion in spending to surpass the billion dollar threshold for the third consecutive year and marking the ninth day of the 2016 season to reach that level. Black Friday (November 25) followed with an even stronger spending day with $1.97 billion in desktop online sales, just under the $2 billion milestone and up 19 percent from Black Friday 2015.
2016 Holiday Season To Date vs. Corresponding Days* in 2015
Non-Travel (Retail) E-Commerce Spending
Excludes Auctions and Large Corporate Purchases
Total U.S. – Home & Work Desktop Computers
Source: Comscore, Inc.
| Millions ($)
|| Percent Change
| Nov. 1-25, 2016
| Thanksgiving Day (Nov. 24, 2016)
| Black Friday (Nov. 25, 2016)
*Corresponding days based on corresponding shopping days (November 3 thru November 27, 2015)
“After a slower start to the holiday season than initially anticipated, Thanksgiving and Black Friday both posted strong online spending totals well above $1 billion on desktop computers and grew at impressive rates that pushed season-to-date growth to 12 percent,” said Comscore CEO Gian Fulgoni. “Thanksgiving has now established itself as one of the more important online buying days of the holiday season, while Black Friday also continues to gain in importance online – this year becoming the third biggest online desktop spending day of all-time after Cyber Monday 2015 and 2014. Looking ahead, we expect Cyber Monday 2016 to surpass $2.5 billion in desktop spending and $1 billion on mobile commerce to become the leading online spending day for the seventh straight year as people use down time at work to continue their holiday gift buying.”
Other highlights from the holiday weekend include:
- Apparel & Accessories ranked as the top product category on Black Friday with nearly $500 million in desktop sales, while Toys & Hobbies saw the highest rate of growth from last year.
- 116 million people visited online retail sites on Black Friday, with 52 million coming via desktop and 90 million via mobile (and 26 million on both).
- Households making $100,000+ in annual income accounted for 38 percent of buyers and 42 percent of desktop spending on Black Friday.*
- More than 70 percent of desktop e-commerce dollars for the season-to-date have come through transactions using free shipping.
- There have been ten billion-dollar spending days on desktop through Black Friday this year, while last year at this point in the season only Thanksgiving and Black Friday had reached that threshold.
For more online retail insights from the 2016 holiday season, visit our Comscore blog or check out our most recent press releases.
*An earlier version of this press release incorrectly stated the percentages in this insight on $100,000+ income households. These figures have since been corrected.
Comscore, Inc. (NASDAQ: SCOR) is a leading cross-platform measurement company that precisely measures audiences, brands and consumer behavior everywhere. Comscore completed its merger with Rentrak Corporation in January 2016, to create the new model for a dynamic, cross-platform world. Built on precision and innovation, our unmatched data footprint combines proprietary digital, TV and movie intelligence with vast demographic details to quantify consumers’ multiscreen behavior at massive scale. This approach helps media companies monetize their complete audiences and allows marketers to reach these audiences more effectively. With more than 3,200 clients and global footprint in more than 75 countries, Comscore is delivering the future of measurement. For more information on Comscore, please visit comscore.com.
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