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December 3, 2010

US Holiday Online Spending Trends 2010 :One Billion Dollars and Counting

US Online Holiday Spending Trends :Billion Dollar Cyber Monday Surpasses $1 Billion 2010 holiday Spending is The Heaviest Online Shopping Day in History

Cyber Monday Shows 16 Percent Increase vs. Year Ago with Half of Online Spending Coming from Work Computers

spending for the first 29 days of the November – December 2010 holiday season. For the holiday season-to-date, $13.55 billion has been spent online, marking a 13-percent increase versus the corresponding days last year. Cyber Monday reached $1.028 billion in online spending, up 16 percent versus year ago, representing the heaviest online spending day in history and the first to surpass the billion-dollar threshold.

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 ($)
20092010Percent Change
November 1 – 29$12,008$13,55313%
Thanksgiving Day (Nov. 25)$318$40728%
Black Friday (Nov. 26)$595$6489%
Weekend (Nov. 27-28)$805$88610%
Cyber Monday (Nov. 29)$887$1,02816%

*Corresponding days based on corresponding shopping days (November 2 thru November 30, 2009)

“Cyber Monday was a historic day for e-commerce as we saw daily spending surpass $1 billion for the first time,” said comScore chairman Gian Fulgoni. “The online holiday shopping season has clearly gotten off to a very strong start, which is welcome news. At the same time, it’s important to note that some of the early strength in consumer spending is almost certainly the result of retailers’ heavier-than-normal promotional and discounting activity at this early point in the season. So, while we anticipate that there will be more billion-dollar spending days ahead as we get deeper into the season, only time will tell if overall consumer online spending remains at the elevated levels we’ve seen thus far.”

Cyber Monday Sales Growth Driven by Increase in Spending per Buyer

Cyber Monday’s 16-percent growth in sales versus year ago was driven primarily by an increase in average spending per buyer (up 12 percent) while the number of buyers on Cyber Monday grew by a lower 4 percent to 9 million. The average spending per transaction grew 10 percent to $60.05, while the total number of transactions increased 6 percent to 17.1 million.

Breakdown of Cyber Monday Spending Growth
Cyber Monday 2010 vs. Cyber Monday 2009
Total U.S. – Home/Work/University Locations
Source: comScore, Inc.

Cyber Monday 2009

Cyber Monday 2010

Percent Change

Dollar Sales ($ Millions)




Buyers (Millions)




Dollars per Buyer




Dollars per transaction




Transactions (Millions)




Transactions per Buyer




Buying at Work Drives Cyber Monday Spending

Nearly half of dollars spent online at U.S. Web sites originated from work computers (48.9 percent), representing a decline of 3.8 percentage points from last year. Buying from home comprised the majority of the remaining share (45.4 percent) while buying at U.S. Web sites from international locations accounted for 5.8 percent of sales.

Breakdown of Cyber Monday Spending Growth by Location Cyber Monday 2010 vs. Cyber Monday 2009 Total U.S. – Home/Work/University Locations Source: comScore, Inc.
Cyber Monday 2009Cyber Monday 2010Point Change
Home (incl. University)41.6%45.4%3.8