December 9, 2005, 12:00 AM

Online holiday sales growth outpaces catalog sales, DMA says

Internet holiday sales increased 23.6% year-over-year as of Dec. 5, outpacing catalog sales, which dropped 1.7% from the year earlier period, according to the Holiday Shopping Report from the Direct Marketing Association.

Kurt Peters

Executive Editor

 

Internet holiday sales increased 23.6% year-over-year as of Dec. 5, outpacing catalog sales, which dropped 1.7% from the year earlier period, according to the Holiday Shopping Report from the Direct Marketing Association. Combined Internet and catalog sales increased 7.5%.

“Although final holiday season shopping figures will not be tallied for another month, marketers report that 2005 catalog and Internet holiday sales are doing well-mostly thanks to Internet sales running well ahead of those for 2004,” said Anne B. Frankel, research manager at the DMA’s strategic information unit.

86% of direct marketers reported that their Internet sales eclipsed those for the same period in 2004, while 2.3% said sales were lower, the DMA said. Online sales growth also is much higher than the 14.5% increase reported in an earlier survey and the forecast of a 6.8% increase.

Weighted Internet sales increases also were more favorable than catalog sales, 17.8% and 0.2 %, respectively, according to the report. Weighted combined Internet and catalog sales increased 12.9% from a year earlier.

The report is based on an online survey of 43 DMA member and non-member companies from Dec. 1 through Dec. 5.

 

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