Online deals spur on early Christmas shopping
US shoppers are expected to spend more money online this Christmas than ever before, with sales for the first three weeks of this month already exceeding November 2009.
US shoppers set to spend more online this Christmas
Thursday, November 25 2010 by Craig Nicholson
Americans have already started spending more money online in the run up to Christmas, with new data suggesting that many shoppers are seizing on early-season deals and promotions.
The first three weeks (21 days) of November have seen a 13 per cent boost in spending compared to the same period in 2009, research by comScore indicates, with $9.01 billion (£5.72 billion) having been spent online by US consumers during this period.
Forecasts by the online data measurement firm indicate that achieving a high website ranking and having an effective pay per click advertising scheme in place will be more important this season than last Christmas.
ComScore predicts that Americans will spend $32.4 billion (£20.6 billion) during the November and December Christmas holiday season, which is 11 per cent more than the $29.1 billion (£18.47 billion) spent last year.
Over a third (36 per cent) of those surveyed believe that there are more sales, discounts and promotions online this year compared to last.
British online retailers keen on improving website promotion and sales in the US this year may be well advised to offer free shipping too. Three-quarters of the US shoppers polled (77 per cent) claimed that free shipping was either somewhat or very important when making an online purchase.
Behaviour data gathered by comScore for the third quarter of this year indicated that 41 per cent of retail ecommerce purchases included free shipping.
Commenting on the findings, comScore chairman Gian Fulgoni underlined the positive start to the online holiday shopping season, despite economic pressures.
He explained: “Despite continued high unemployment rates and other economic concerns, consumers seem to be more willing to open up their wallets this holiday season than last.
“While this early spending surge reflects, in part, heavy promotional activity on the part of retailers occurring earlier this season, it is nevertheless a very encouraging sign.”
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