December 28, 2011, 9:56 AM

Holiday web sales top $35 billion

E-commerce sales have increased 15% this holiday season, comScore says.

Allison Enright

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Consumers spent $35.27 billion with web retailers from Nov. 1 through Dec. 26, according to a holiday spending report from comScore Inc. That represents 15.3% growth compared with the same point last year, when sales totaled $30.59 billion.

ComScore last month forecast that web retail sales would increase 15% this holiday season and expects online sales to reach $37.60 billion by Dec. 31, the end of its holiday measurement period. 2010 sales for the full November-December measurement period totaled $32.60 billion. Holiday sales last year increased 12% from 2009, according to comScore.

Digital products such as music, e-book and apps are helping elevate sales on the final days of the holiday sales season as the owners of new e-book readers and iPads start buying content, the web measurement firm says. ComScore says the sale of products within its digital content and subscriptions category accounted for more than 20% of sales on Christmas Day, whereas the category’s season-to-date daily average for sales was 2.8%.

ComScore says the peak online spending day during the holiday 2011 season was Nov. 28, the Monday following Thanksgiving, which marketers have dubbed Cyber Monday. Online retail sales topped $1.25 billion that day—the heaviest online shopping day in history, says comScore chairman Gian Fulgoni.

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