Retailers shift their ad spending from TV, radio and print ads to digital ads.
Online retail sales from Nov. 1 to Dec. 12 reached $17.56 billion, comScore reports. The growth is the same level as a year ago and the same as the entire year so far.
In the closely watched holiday shopping season, no sales are more measurable than online sales. Thus comScore Networks, which tracks traffic and sales, reports a steady stream of numbers-and so far, the story hasn’t changed much, either from earlier this shopping season or from the same time a year ago.
Online retail sales are up 24% from Nov. 1 to Dec. 12, reaching $17.56 billion from $14.13 billion in the year-ago period, comScore reports. The growth is the same level as a year ago and the same as the entire year so far. Year-to-date online retail sales have reached $77.5 billion, up 24% from $62.6 billion a year ago.
The day with the highest sales so far is Dec. 11, with $661 billion, up 19% over the same day a year ago, comScore reports.
“With growth rates for the beginning of this week slightly below expectations, it’s possible that we could see a greater share of spending shift to later in the week-and even into next week-since many online retailers are promising pre-Christmas deliveries for even later purchases this season,” says Gian Fulgoni, chairman of comScore Networks. “Because shipping was so reliable last year, it’s conceivable that more consumers are opting to procrastinate this year."