Retailers shift their ad spending from TV, radio and print ads to digital ads.
Cambridge, Mass.-based Forrester Research and The National Retail Federation in conjunction with Greenfield Online, today released the latest NRF/Forrester Online Retail Index, which shows that total sales from online spending increased less than 1% in July, from $4.01 billion in June to $4.03 billion. Office supplies was the low-priced, small-ticket category that had the greatest increase, from $110 million in June to nearly $150 million in July. Spending on videos increased from $80 million in June $94 million in July. For big-ticket items, the appliances category experienced the highest sales increase, jumping from $30 million in June to $$50 million in July. Computer hardware had the largest decrease for big-ticket items, dropping from $424 million in June to $377 in July.