Black Friday Billion: Kick-Off to Brick-and-Mortar Shopping Season Surges Past $1 Billion in E-Commerce Spending for the First

Black Friday Billion: Kick-Off to Brick-and-Mortar Shopping Season Surges Past
             $1 Billion in E-Commerce Spending for the First Time

57 Million Americans Visited Online Retail Sites on Black Friday

Thanksgiving Day Also Posts Big Gains, Growing 32 Percent to $633 Million

PR Newswire

RESTON, Va., Nov. 25, 2012

RESTON, Va., Nov. 25, 2012 /PRNewswire/ --comScore (NASDAQ: SCOR), a leader
in measuring the digital world, today reported U.S. retail e-commerce spending
for the first 23 days of the November – December 2012 holiday season. For the
holiday season-to-date, $13.7 billion has been spent online, marking a
16-percent increase versus the corresponding days last year. Black Friday
(November 23) saw $1.042 billion in online sales, making it the heaviest
online spending day to date in 2012 and representing a 26-percent increase
versus Black Friday 2011. Thanksgiving Day (November 22), while traditionally
a lighter day for online holiday spending, achieved a strong 32-percent
increase to $633 million.

2012 Holiday Season To Date vs. Corresponding Days* in 2011

Non-Travel (Retail) Spending

Excludes Auctions and Large Corporate Purchases

Total U.S. – Home & Work Locations

Source: comScore, Inc.
                            Millions ($)
                            2011     2012    Percent Change
November 1 – 23             $11,832  $13,726 16%
Thanksgiving Day (Nov. 22)  $479     $633    32%
Black Friday (Nov. 23)      $816     $1,042  26%

*Corresponding days based on corresponding shopping days (November 3 thru
November 25, 2011)

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"Despite the frenzy of media coverage surrounding the importance of Black
Friday in the brick-and-mortar world, we continue to see this shopping day
become more and more prominent in the e-commerce channel – particularly among
those who prefer to avoid crowds at the stores," said comScore chairman, Gian
Fulgoni. "With Black Friday online sales up 26 percent and surpassing $1
billion for the first time, coupled with early reports indicating that Black
Friday sales in retail stores were down 1.8 percent, we can now confidently
call it a multi-channel marketing phenomenon. Meanwhile, Thanksgiving Day –
which has historically been a lighter online holiday shopping day – continues
to gain steam and grew well ahead of the current pace as more consumers opted
to kick off their holiday shopping immediately after the big meal to take
advantage of aggressive retailer promotions. With Thanksgiving now behind us
and most consumers returning to work tomorrow, we can look forward with
anticipation to Cyber Monday, which according to norms we've observed over the
past three years should be the heaviest online shopping day of the season with
sales approaching $1.5 billion or even higher."

To read more about the historical importance of Thanksgiving Day, Black Friday
and Cyber Monday to the online shopping season, please visit the comScore
blog.

Amazon Ranks #1 Among Online Retailers on Black Friday
57.3 million Americans visited online retail sites on Black Friday,
representing an increase of 18 percent versus year ago. Amazon ranked as the
most visited online retail site on Black Friday while also posting the highest
year-over-year visitor growth rate among the top five retailers.

Most Visited Retailer Properties on Black Friday

Excludes Auction Sites (e.g. eBay)

Black Friday 2012 vs. Black Friday 2011

Total U.S. – Home & Work Locations

Source: comScore, Inc.
Retail Property
1                    Amazon
2                    Walmart
3                    Best Buy
4                    Target
5                    Apple

Top Growing Product Categories for Holiday Season-to-Date
For the holiday season-to-date, Digital Content & Subscriptions is leading the
way as the top-growing online retail product category (up 29 percent versus
year ago) as the rapid adoption of smartphones, tablets and e-readers
continues to drive demand for digital books, audio and video content. Toys are
also performing well online thus far with a gain of 27 percent, followed by
Consumer Packaged Goods (up 23 percent), Video Game Consoles & Accessories (up
18 percent) and Consumer Electronics (up 18 percent).

Product Category Growth: 2012 Holiday Season To Date vs. Corresponding Days*
in 2011

Non-Travel (Retail) Spending

Excludes Auctions and Large Corporate Purchases

Total U.S. – Home & Work Locations

Source: comScore, Inc.
Category                                             Y/Y % Chg
Digital Content & Subscriptions                      29%
Toys                                                 27%
Consumer Packaged Goods                              23%
Video Game Consoles & Accessories                    18%
Consumer Electronics                                 18%

*Corresponding days based on corresponding shopping days (November 3 thru
November 25, 2011)

The Apparel & Accessories category had a very strong Black Friday to rank as
the #1 category for online spending on that day, accounting for more than a
quarter of all dollars spent. The category has historically ranked #2 behind
Computer Hardware, as it did on Black Friday 2011.

About comScore

comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital
world and preferred source of digital business analytics. For more
information, please visit www.comscore.com/companyinfo.



SOURCE comScore, Inc.

Website: http://www.comscore.com
Contact: Andrew Lipsman, comScore, Inc., +1-312-775-6510, press@comscore.com