December 16, 2016, 2:52 PM

Online spending picks up as the holiday season advances

Shoppers have spent $49.3 billion on desktops during the holidays since Nov. 1, and desktop spending is up 13.5% in the period between Thanksgiving and Dec. 12.

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Shoppers have spent nearly $50 billion on desktop devices since the start of the holiday shopping season on Nov. 1.

Data from comScore Inc. shows online spending on desktop devices from Thanksgiving (Nov. 24) through Dec. 12—the second Monday of December, which is referred to as Green Monday—grew to $28.041 billion, up 13.5% from $24.701 billion last year.

That 13.5% growth is rate is higher than the desktop online sales growth from Nov. 1-23 (the weeks leading up to Thanksgiving). During that span, shoppers spent $21.263 billion on desktop, up 10.7% from $19.206 billion last year. From Nov. 1-Dec. 12, shoppers spent $49.304 billion, up 12.3% from $43.907 billion in the same period last year.

Here’s how the major shopping holidays break down so far for desktop e-commerce, according to comScore:

  • Green Monday (Dec. 12): $1.621 billion, up 15.1% from $1.408 billion last year.
  • Cyber Monday (Nov. 28): $2.671 billion, up 17.1% from $2.280 billion.
  • Black Friday (Nov. 25): $1.970 billion, up 19.0% from $1.656 billion.
  • Thanksgiving (Nov. 24): $1.287 billion, up 17.4% from $1.096 billion.

ComScore does not yet have exact figures for the amount spent on mobile devices during the holiday period, however Andrew Lipsman, comScore’s vice president of marketing and insights, says mobile commerce for the holiday season thus far should be “somewhere north of 20% of total digital commerce.”

Not only are shoppers spending more online in general, but more shoppers are opting to buy online this year.

Data from HookLogic Inc. shows that from Nov. 7-Dec. 12, the number of unique online shoppers grew by 16.4% compared to the same time last year over their entire retailer network. HookLogic, which now is part of ad technology vendor Criteo SA, has technology that places targeted ads on retailers’ websites.

Since the Thanksgiving weekend, overall cart values and items purchased per cart have declined because shoppers made many of their big-ticket purchases during Black Friday and Cyber Monday promotions, HookLogic finds. However, mid-December is showing signs of a second online sales peak, as shoppers continue to make purchases off their gift lists, and “we expect the week before Christmas to see big gains due to innovative shopping policies (i.e. 2-day, 1-day and same-day delivery) being implemented by more and more retailers,” according to HookLogic, which analyzes aggregated shopping activity across its retailer clients’ sites, which include those operated by Wal-Mart Stores Inc., No. 4 in the Internet Retailer 2016 Top 500 Guide; Target Corp. (No. 22), Best Buy Co. (No. 12), Macy’s Inc. (No. 6), Newegg Inc. (No. 17) and Wayfair Inc. (No. 24).

The final full weekend before Christmas (Dec. 17-18) is expected to be a lucrative one as shoppers look to get their gifts in time for Christmas.

A report from the National Retail Federation in conjunction with Prosper Insights & Analytics released Friday projects that 155.7 million consumers will shop on Dec. 17, which the NRF calls Super Saturday. 52% of all shoppers will buy something online before Christmas, while 42% will head to a department store. The NRF also reports 44% of all shoppers are planning on shopping after Christmas online, up from 43% last year, while 48% will shop in-store during that time, up from 47%. The NRF and Prosper base their projections on a survey of 6,890 consumers during the first week of December.

Meanwhile, Friday (Dec. 16) was designated Free Shipping Day, with more than 1,200 online retailers participating, according to FreeShippingDay.com.

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