Green Monday Spending Jumps 13 Percent to $1.275 Billion as 3rd Heaviest Day of Holiday Season-to-Date

Green Monday (Dec. 10) Expected to Headline What Could be the Biggest Online Spending Week in History

RESTON, VA, December 12, 2012 – 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 2012 holiday season. For the holiday season-to-date $29.3 billion has been spent online, marking a 13-percent increase versus the corresponding days last year. Green Monday (Dec. 10) reached $1.275 billion in spending, up 13 percent vs. last year and ranking as the third heaviest online spending day for the season-to-date after Cyber Monday ($1.465 billion) and Tuesday, Dec. 4 ($1.362 billion).

2012 Holiday Season To Date vs. Corresponding Days* in 2011
Non-Travel (Retail) Spending
Excludes Auctions and Large Corporate Purchases
Total U.S. – Home & Work Locations
Source: Comscore, Inc.



Millions ($)
2011 2012 Percent Change
November 1-December 10 $25,914 $29,259 13%
Thanksgiving Day (Nov. 22) $479 $633 32%
Black Friday (Nov. 23) $816 $1,042 28%
Thanksgiving Weekend (Nov. 24-25) $1,031 $1,187 15%
Cyber Monday (Nov. 26) $1,251 $1,465 17%
Green Monday (Dec. 10) $1,133 $1,275 13%

*Corresponding days based on corresponding shopping days (November 3 thru December 12, 2011)

“Green Monday kicked off this critical week for online holiday shopping with a strong total of $1.275 billion, marking a 13-percent gain from last year,” said Comscore chairman Gian Fulgoni. “While Green Monday remains a very important day for the season, as consumers have gained confidence with on-time shipment delivery, there is perhaps less urgency than there once was to make those final purchases at least two weeks in advance of Christmas Day. What we’ve seen over the past few years is a tendency for heavy spending to continue late into the week of Green Monday and right up until Free Shipping Day, which this year falls on December 17.”

Green Monday Gains Driven by Growth in Number of Buyers and Spending per Buyer

An analysis of Green Monday spending demonstrates how various components contributed to the 13-percent growth rate. Spending growth was driven by both an increase in the number of buyers (up 7 percent to 9 million) and an increase in spending per buyer (up 6 percent to $140.95). The gain in spending per buyer primarily reflected an increase in the number of transactions per buyer (up 5 percent to 1.76) rather than an increase in the dollar value of a transaction, which was up only 2 percent to $80.11. This likely reflects consumers’ willingness to purchase at a variety of retailers to take advantage of competitive deals and discounts.

Green Monday 2012 vs. Green Monday 2011Spending Breakdown
Non-Travel (Retail) Spending
Excludes Auctions and Large Corporate Purchases
Total U.S. – Home & Work Locations
Source: Comscore, Inc.
  2011 2012 % Change
Total Spending ($ Millions) $1,133 $1,275 13%
Buyers (000) 8,570 9,044 7%
Spending per Buyer $132.20 $140.95 6%
Transactions (000) 14,376 15,913 11%
Spending per Transaction $78.81 $80.11 2%
Transactions per Buyer 1.68 1.76 5%

Digital Content & Subscriptions Remains Top-Gaining Product Category for Season

The top-gaining category for the season-to-date is Digital Content & Subscriptions, predominantly comprised of digital book, music and video downloads, which has grown 22 percent versus year ago. Toys ranks second with a growth rate of 18 percent, followed by Video Game Consoles & Accessories (up 15 percent). Consumer Electronics currently ranks fourth (up 15 percent) on the strength of smartphone sales, while Computer Hardware rounds out the top five (up 14 percent) on the strength of tablet sales.

Top Gaining Product Categories for Holiday Season-to-Date
Nov. 1- Dec. 10, 2012 vs. Corresponding Shopping Days* in 2011
Total U.S. – Home & Work Locations
Source: Comscore, Inc.
  Percent Change
Digital Content & Subscriptions 22%
Toys 18%
Video Game Consoles & Accessories 15%
Consumer Electronics 15%
Computer Hardware 14%

*Corresponding days based on corresponding shopping days (November 3 thru December 12, 2011)

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

Andrew Lipsman
Comscore, Inc.
+1 312 775 6510


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