Study: Online sales up 7 percent

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Study: Online sales up 7 percent

December 11, 2008

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For the first 37 days of the 2008 November-December holiday season (Nov. 1-Dec. 7), $15.63 billion has been spent online.

Reston, Va.--Online sales increased 7 percent to $4.45 billion for the week following Cyber Monday (Dec. 1-7), compared with the same period last year, according to ComScore.

For the first 37 days of the 2008 November-December holiday season (Nov. 1-Dec. 7), $15.63 billion has been spent online, essentially the same level compared with the equivalent shopping period in 2007.

"Cyber Monday kicked off a week of modest growth in online spending and, hopefully, reflects what will occur over the final weeks leading up to Christmas," ComScore Chairman Gian Fulgoni said in a media release. "The compressed shopping period between Thanksgiving and Christmas this year means that there is now a greater sense of urgency in order to get all of one's shopping completed in time. With many consumers likely to rely on the convenience of online shopping in these final weeks, I hope to see this positive momentum continue as we count down the days to Christmas."

ComScore's study also revealed that 33.4 percent of all online sales in 2008 were driven by referral activity, up slightly from 32.8 percent in 2007.

Referral activity reflects retailers' marketing activities that provide consumers with information on prices and discounts. While search remains the dominant referral activity, accounting for 55 percent of referred dollar sales during the holiday season to date, it is down slightly from 57 percent last year.

Meanwhile, e-mail has accounted for 16 percent of referred dollars, up 5 percentage points from last year, reflecting retailers' heavier use of e-mail marketing programs this holiday season.

Comparison-shopping sites and coupon sites also represent a larger contribution to retailers' referred dollar sales than they did last year.

ComScore measures the digital world and is a preferred source of digital marketing intelligence. For more information, visit the company's Web site, Comscore.com.

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