Green Monday Scores Big, Up 19% Y-O-Y

December 14, 2011

comscore-shopping-holiday-breakdown-up-to-green-monday-dec11.gifGreen Monday (the second Monday in December, which has tended to be the among the heaviest online spending days of the season), reached $1.13 billion in spending this year, representing a 19% increase from $954 million last year, and ranking as the third-heaviest online spending day of the season after Cyber Monday ($1.25 billion) and Monday, December 5 ($1.17 billion), according to December 2011 figures from comScore. For the holiday season-to-date through December 12, $26.8 billion has been spent online, marking a 15% increase compared to the corresponding days last year. The most recent week (ending December 11) reached a record $6.1 billion in spending, in line with the season-to-date’s 15% growth rate.

Paid Search Comps Up 24%

According to ChannelAdvisor, its customers also experienced 19% year-over-year growth in online same-store sales on Green Monday, with paid search same-store sales increasing 24%. Among its marketplace clients, Amazon same-store sales on Green Monday increased 45% year-over-year, while eBay same-store sales grew 10%. Comparison shopping engines saw relatively smaller growth, growing 3% year-over-year.

Separately, FedEx projected it will move approximately 17 million shipments – almost double its daily average volume – through its global networks as a result of Green Monday’s activity.

Digital Content & Subscriptions Grow Fastest

According to comScore, for the holiday season-to-date (through Green Monday), digital content and subscriptions ranks as the fastest-growing online retail category, with a growth rate more than double that of the online sector as a whole. Elastic Path Software data from October indicated that 36% of “digital goods shoppers” planned to spend more on digital gifts this holiday season than last year. More than half of digital goods shoppers planned to purchase digital gifts from 1 or 2 websites, while about one-third expected do their digital goods holiday shopping from more than 2 websites or online marketplaces.

Meanwhile, according to comScore, jewelry and watches, a luxury goods category, has seen a strong resurgence as the second-fastest growing online retail category. Consumer electronics, led by tablets and flat panel TVs, ranks third, followed by video games and computer software.

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