New analysis shows online spending recovered faster than first thought

Online consumer spending is making a quicker recovery than initially believed following the terrorist attacks Sept. 11, according to new numbers from comScore Networks Inc. ComScore reports that the week of the attack online retail purchasing was off by 20%, but that it quickly shot back up. The following week, it was down only 6%. ComScore had initially thought retail spending was down 16%, stayed there for a week then deteriorated further the next week. Its latest data show that online retail spending has stayed off 6-8% after the first week.

Online travel has fared worse, however. It dropped 46% the week of the attack, was 44% off the next week and has been 11-14% off since.

ComScore took several steps earlier this month to refine its sales reporting. It changed the days it measures to more accurately mirror pre-Sept. 11 traffic patterns. And previously it did not count international sales at U.S. sites and now it does.

Apparel is leading the sales recovery, reports Daniel E. Hess, comScore vice president, an interesting fact since retailers have been debating the degree to which apparel will sell on the web as well as the extent to which apparel sales will suffer in an economic downturn as consumers focus on buying essentials.

ComScore obtains its data by following the actions of millions of consumers who agree to let comScore track them around the web. Here is what comScore is reporting:

Change in online buying vs. pre-attack averages:

Online sales, in millions

Avg Mon-Sun
Retail: $589
Travel: $411
Total: $999

Week ending: 9/16
Retail: $471 (–20%)
Travel: $222 (–46%)
Total: $693 (–31%)

Week ending 9/23
Retail: $554 (–6%)
Travel: $230 (–44%)
Total: $785 (–21%)

Week ending 9/30
Retail: 549 (–7%)
Travel: 365 (–11%)
Total: 914 (–9%)

Week ending 10/7
Retail: 543 (–8%)
Travel: 365 (–11%)
Total: 908 (–9%)

Week ending 10/14
Retail: 543 (–8%)
Travel: 352 (–14%)
Total: 896 (–10%)