2012 U.S. Online Holiday Spending Grows 14 Percent vs. Year Ago to $42.3 Billion

   2012 U.S. Online Holiday Spending Grows 14 Percent vs. Year Ago to $42.3
                                   Billion

Cyber Monday Ranks as Heaviest Online Spending Day for 3rd Consecutive Year at
$1.465 Billion

Despite Record Spending Levels, Growth Falls Short of Initial Expectations Due
to Significant Drop in Consumer Confidence in December on Fiscal Cliff
Concerns

PR Newswire

RESTON, Va., Jan. 3, 2013

RESTON, Va., Jan. 3, 2013 /PRNewswire/ --comScore (NASDAQ: SCOR), a leader in
measuring the digital world, today reported the final 2012 holiday season
retail e-commerce spending totals. $42.3 billion was spent online during the
entire November-December holiday shopping season, marking a 14-percent
increase from 2011. The latter portion of the season saw several days with
particularly strong growth, including Free Shipping Day on Monday, Dec. 17 (up
76 percent to $1.013 billion) and Christmas Day (up 36 percent to 288
million), but they could not make up for the spending growth shortfall earlier
in the month. While the holiday season started off with strong growth rates on
the upper end of the mid-teens through the heavy promotional period, a
December swoon in consumer confidence gave way to softer than expected buying
during the critical shopping weeks in early to mid-December, from which growth
rates never fully recovered.

(Logo: http://photos.prnewswire.com/prnh/20080115/COMSCORELOGO)

2012 Holiday Season Total Spending vs. 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-December 31             $37,170 $42,286 14%
Thanksgiving Day (Nov. 22)*        $479    $633    32%
Black Friday (Nov. 23)*            $816    $1,042  28%
Thanksgiving Weekend (Nov. 24-25)* $1,031  $1,187  15%
Cyber Monday (Nov. 26)*            $1,251  $1,465  17%
Green Monday (Dec. 10)*            $1,133  $1,275  13%
Free Shipping Day (Dec. 17)**      $575    $1,013  76%
Christmas Day                      $212    $288    36%

*Individual day comparisons based on corresponding shopping days, not
corresponding calendar dates
**Free Shipping Day comparison based on corresponding shopping day in 2011
(Mon., Dec. 19) and not Free Shipping Day 2011, which occurred on Fri., Dec.
16.

"The 2012 online holiday season was once again a very strong season with
growth rates in the mid-teens as we reached record-setting spending levels,"
said comScore chairman Gian Fulgoni. "This year's growth rate is essentially
on a par with last year's. But despite many positives for the online sector,
this year's season did not quite perform up to our initial expectation for
growth rates in excess of 16 percent as we fell a billion dollars short of our
expected total of $43.4 billion. While November started out at a very healthy
16-percent growth rate through the promotional period of Thanksgiving, Black
Friday and Cyber Monday, consumers almost immediately pulled back on spending,
apparently due to concerns over the looming fiscal cliff and what that might
mean for their household budgets in 2013. With Congress deadlocked throughout
December, growth rates softened even further and never quite made up enough
ground to reach our original expectation."

Weekly Holiday Spending Reveals Softening Growth Rates in December Despite
Climbing Sales
An analysis of weekly online holiday spending totals demonstrates clearly how
spending growth softened during the three most important spending weeks of the
holiday season. Following four weeks of growth in the mid-to-high teens, each
of the next three weeks failed to surpass a 12 percent growth rate despite
their record-setting spending totals (including the first ever $7 billion week
for the week ending Dec. 16). The highly variable growth rates in the final
two weeks (extremely high in the penultimate week and extremely low in the
final week) are primarily a function of the way the calendar fell in relation
to Christmas.

2012 Weekly Online Holiday Season Spending vs. Corresponding Days in 2011

Non-Travel (Retail) Spending

Excludes Auctions and Large Corporate Purchases

Total U.S. – Home & Work Locations

Source: comScore, Inc.
                       Weekly Spending ($ Millions)
Week Ending            2011             2012            % Change
Week 1 (11/4)          $2,802           $3,261          16%
Week 2 (11/11)         $3,386           $3,890          15%
Week 3 (11/18)         $3,822           $4,462          17%
Week 4 (11/25)         $4,094           $4,778          17%
Week 5 (12/2)          $5,805           $6,437          11%
Week 6 (12/9)          $6,113           $6,634          9%
Week 7 (12/16)         $6,286           $7,019          12%
Week 8 (12/23)         $2,831           $4,328          53%
Week 9 (12/30)         $2,499           $2,530          1%

"While it is typical to see growth rates subside slightly during the week
after Thanksgiving, the amplified and sustained lull this year came as
something of a surprise. As it turns out, this December swoon coincided
closely with a significant decline in the University of Michigan consumer
sentiment index that was attributed in large part to consumers' fiscal cliff
concerns. You might say that had it not been for Congress, every other
indicator suggested it would have been an even merrier Christmas for online
retailers. While growth in the mid-teens for the season is still very
encouraging – and certainly many times better than brick-and-mortar – it was
perhaps a slightly disappointing result given the initial expectations."

Top 10 Heaviest Online Spending Days in 2012
The top ten heaviest days for online spending in 2012 all occurred during the
holiday shopping period. The season was once again led by Cyber Monday (Nov.
26) with a record $1.465 billion in spending, followed by Tuesday, Dec. 4 with
$1.362 billion and Green Monday (Dec. 10) with $1.275 billion. The 2012
holiday season saw 12 days with more than $1 billion spending, comfortably
surpassing last year's total of 10 individual days.

Top Ten U.S. Online Spending Days of 2012

Non-Travel (Retail) Spending

Excludes Auctions and Large Corporate Purchases

Total U.S. – Home & Work Locations

Source: comScore, Inc.
Rank Date                           Spending in Millions ($)
1    Monday, Nov. 26 (Cyber Monday) $1,465
2    Tuesday, Dec. 4                $1,362
3    Monday, Dec. 10 (Green Monday) $1,275
4    Tuesday, Nov. 27               $1,263
5    Tuesday, Dec. 11               $1,220
6    Friday, Dec. 14                $1,219
7    Thursday, Dec. 13              $1,135
8    Monday, Dec. 3                 $1,117
9    Wednesday, Nov. 28             $1,110
10   Wednesday, Dec. 5              $1,051

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
 
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