Billion Dollar Bonanza: Cyber Monday Surpasses $1 Billion in U.S. Spending as Heaviest Online Shopping Day in History

*Cyber Monday Shows 16 Percent Increase vs. Year Ago with Half of Online Spending Coming from Work Computers* 

RESTON, VA, December 1, 2010 – comScore, a leader in measuring the digital world, today reported holiday season retail e-commerce spending for the first 29 days of the November – December 2010 holiday season. For the holiday season-to-date, $13.55 billion has been spent online, marking a 13-percent increase versus the corresponding days last year. Cyber Monday reached $1.028 billion in online spending, up 16 percent versus year ago, representing the heaviest online spending day in history and the first to surpass the billion-dollar threshold.


2010 Holiday Season To Date vs. Corresponding Days* in 2009
Non-Travel (Retail) Spending
Excludes Auctions and Large Corporate Purchases
Total U.S. – Home/Work/University Locations
Source: comScore, Inc.
  Millions ($)
2009 2010 Percent Change
November 1 – 29 $12,008 $13,553 13%
Thanksgiving Day (Nov. 25) $318 $407 28%
Black Friday (Nov. 26) $595 $648 9%
Weekend (Nov. 27-28) $805 $886 10%
Cyber Monday (Nov. 29) $887 $1,028 16%

*Corresponding days based on corresponding shopping days
(November 2 thru November 30, 2009)

“Cyber Monday was a historic day for e-commerce as we saw daily spending surpass $1 billion for the first time,” said comScore chairman Gian Fulgoni. “The online holiday shopping season has clearly gotten off to a very strong start, which is welcome news. At the same time, it’s important to note that some of the early strength in consumer spending is almost certainly the result of retailers’ heavier-than-normal promotional and discounting activity at this early point in the season. So, while we anticipate that there will be more billion-dollar spending days ahead as we get deeper into the season, only time will tell if overall consumer online spending remains at the elevated levels we’ve seen thus far.” 

Cyber Monday Sales Growth Driven by Increase in Spending per Buyer 

Cyber Monday’s 16-percent growth in sales versus year ago was driven primarily by an increase in average spending per buyer (up 12 percent) while the number of buyers on Cyber Monday grew by a lower 4 percent to 9 million. The average spending per transaction grew 10 percent to $60.05, while the total number of transactions increased 6 percent to 17.1 million.


Breakdown of Cyber Monday Spending Growth
Cyber Monday 2010 vs. Cyber Monday 2009
Total U.S. – Home/Work/University Locations
Source: comScore, Inc.
  Cyber Monday 2009 Cyber Monday 2010 Percent Change
Dollar Sales ($ Millions) $887 $1,028 16%
Buyers (Millions) 8.7 9.0 4%
Dollars per Buyer $102.19 $114.24 12%
Dollars per transaction $54.83 $60.05 10%
Transactions (Millions) 16.2 17.1 6%
Transactions per Buyer 1.86 1.90 2%

Buying at Work Drives Cyber Monday Spending

Nearly half of dollars spent online at U.S. Web sites originated from work computers (48.9 percent), representing a decline of 3.8 percentage points from last year. Buying from home comprised the majority of the remaining share (45.4 percent) while buying at U.S. Web sites from international locations accounted for 5.8 percent of sales.


Breakdown of Cyber Monday Spending Growth by Location
Cyber Monday 2010 vs. Cyber Monday 2009
Total U.S. – Home/Work/University Locations
Source: comScore, Inc.
  Cyber Monday 2009 Cyber Monday 2010 Point Change
Home (incl. University) 41.6% 45.4% 3.8
Work 52.9% 48.9% -3.8
International 5.8% 5.8% 0.0
Total 100.0% 100.0% N/A

“Since its inception, e-commerce activity has been driven heavily by people making online purchases while at work, an effect that is magnified on Cyber Monday as people return to their desks after the Thanksgiving holiday weekend,” added Mr. Fulgoni. “While online shopping from work originally occurred to take advantage of broadband speeds that people lacked at home, it was widely believed that this would decline markedly as home broadband connectivity increased. The fact that spending from work remains so prevalent suggests other explanations. It is more likely that consumers continue to shop from work primarily because by doing so they are able to shop for holiday gifts while minimizing the risk that their children, spouses and significant others might see what Santa will bring .”

Weekly Online Holiday Retail Sales

*Source: comScore

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