Many shoppers did their bargain hunting on the web this weekend, driving up online retail sales 10% over last year on Thanksgiving Day, and 11% on Friday, says web measurement firm comScore Inc. that appears to be continuing today, as web analytics firm Coremetrics says retail sales among its clients are up about 12% as of this afternoon.
Coremetrics says shopping on Saturday was up just a couple percentage points from the same day last year, based on data from some 500 U.S. retail sites, including those of Macys, Office Depot, Petco and Williams-Sonoma. but buying picked up Sunday evening, as retailers began offering their deals for Cyber Monday, as the Monday after Thanksgiving is often called. The velocity of buying took off Sunday evening, says John Squire, chief strategy officer at Coremetrics.
Retail sales among the sites Coremetrics tracks were up 12% as of 4 p.m. Eastern Standard Time today, Squire says, and he predicts the sales for today will wind up ahead roughly 10% over the same day last year.
That would be in line with the growth comScore estimated for Thursday and Friday, estimates based on tracking the online activities of some 2 million consumers. while this acceleration in spending suggests the online holiday season may be shaping up slightly more optimistically than anticipated, it may also reflect the heavy discounting and creative promotions being put forth by retailers that now encompass the use of social networks such as Facebook and Twitter, says comScore chairman Gian Fulgoni.
Data from ComScore, Coremetrics and others suggest consumers were focused on deals this weekend, including on Friday, a day widely known as Black Friday. Visitors to coupon sites on Friday were up 17% over last year to 3.3 million visitors, comScore says. Comparison shopping site TheFind.com reports an increase of 120% over last year in search queries on its site Friday. Shoppers are continuing to seek ways to stretch their holiday spending as far as possible and that is translating into more searches for gifts with lower price points and retailers with the best prices, says Siva Kumar, CEO of TheFind.
Coremetrics also highlighted evidence of consumers homing in on good deals Friday. The rate at which consumers left a site after viewing just one page, the bounce rate, increased to 30.86% on Friday versus 22.13% on the same day last year. that reflects, Coremetrics says, a laser focus on buying a particular item. At the same time, 4.5% of visits led to sales, up from 3.5% last year, indicating that online retailers were more successful than last year in enticing consumers to buy. Whats more the average order value on Friday was up 35.0% and items per order were up 18.3%, Coremetrics says.
Consumers shopped earlier this year, says Squire of Coremetrics. At about 3 a.m. Pacific time we saw a real spike in spending, mostly from East Coast buyers, Squire says. And we saw the same type of thing at 6 a.m. Pacific time. he says that online shopping spike occurred earlier this year than last year.
U.S. online retail sales totaled $595 million on Friday, up 11% from $534 million on the Friday after Thanksgiving in 2008, comScore says; on Thanksgiving day this year, retail web sales amounted to $318 million, up 10% from $288 million last year. For Nov. 1-27, comScore says 2009 retail web sales are up 3% to $10.57 billion from $10.25 billion a year ago.
Other e-commerce service providers also released data today about online retail sales over the weekend:
- Mercent, which helps retailers sell through such online marketplaces as Amazon.com and eBay, says its retail clients web sales grew overall 33% on Thanksgiving Day and 41% on Friday, while their sales on Amazon increased 78% on Thursday and 56% on Friday.
- Online shopping peaked between noon and 1 p.m. Eastern time on Friday, when consumers hit the buy button on $183 million in purchases, says Retail Decisions, a provider of payment processing fraud-prevention services. Criminals attempting to complete fraudulent transactionsthat were detected by Retail Decisionswere putting an average of $248 worth of goods into their shopping carts Friday, 23% more than the typical online shopper.
- Sales increased 67% over last year on Thanksgiving Day and 70% on Friday for clients of Channel Intelligence, which provides online marketing services for manufacturers and retailers.
- Online payment service PayPal says it processed 20% more transaction Friday than on the same day last year, and 140% more mobile payments than during an average Friday. TheFind reported a 75% week-over-week increase in its mobile search traffic on Friday, suggesting consumers were using their mobile phones to compare prices while shopping in stores, the company says.
Many consumers planned to shop on the web today, according to a survey conducted for e-retailing trade group Shop.org by BIGresearch. that survey found 96.5 million U.S. consumers planned to shop online today, up from 85 million in a similar survey last year. The survey found 91.5% of todays online shopper will shop from home, 13.5% from the office, 3.8% from a mobile device and 1.5% from another location, such as a coffee shop or a friends home.
Back…

Thanksgiving Sales Attract more Shoppers, Less Average Spending
Thanksgiving Weekend Brings Dip in Crude Oil PriceTony PottsConcerns that Dubai banks might default on $60 billion in debt led to the Dow Jones industrial average giving up 155 points Friday. the Dow fell as much as 233 points during a broad retreat and the dollar gained against most other major currencies while commodities tumbled. NYMEX crude oil ended the week at $76.05 per barrel. the national average price of unleaded regular gasoline today is $2.62 per gallon, a decrease of 2 cents from one week ago. the average prices in Florida, Georgia and Tennessee are $2.67, $2.50 and $2.49 respectively and each states average is essentially even with last week.
By JENNIFER WATERS
n

Recent Comments