Retailers shift their ad spending from TV, radio and print ads to digital ads.
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Yesterday, I reported that online retail accounted for more than 45% of holiday retail growth, based on data provided by web measurement firm comScore Inc. and ShopperTrak, which measures store sales. Store sales increased only 2.5% over the holidays, ShopperTrak says, compared with 13.7% for the web, according to comScore. Based on my Christmas shopping this year, I’m not surprised that the web is clobbering stores in sales growth.
However, web sales still only represented only 14.5% of total sales in November and December, according to the data from the two firms.
Next year, I expect that figure to be higher. I know I’ll be doing my part to grow it.