by Robin Fiedler

On Tuesday, Dec. 15, online shoppers set a new record for online sales in one day at $913 million. It's a 21% percent increase in sales over last year's Dec. 15 sales of $754 million, according to comScore.

Online sales were not all up, though. Green Monday, Dec. 14, took a 1% decrease in sales compared to 2008. Still nine shopping days this season had online sales surpassing $800 million, lists comScore. All of the top 10 shopping days online are weekdays, 3 Tuesdays, 3 Thursdays, 2 Mondays, and 2 Wednesdays. The top 3 online sales days so far in 2009 are:

  • Tues. Dec. 15 at $913 million
  • Mon. Nov 30 at $887 million on Cyber Monday
  • Tues. Dec. 1 at $886 million

Green Monday Dec. 14 came in 5th place with $854 million in online sales, says comScore.

Year-to-date online sales are just under $25 billion, for a 4% increase over 2008 online sales for the same days. According to comScore, the highest average online order was $117 during the last week of November and the first week of December 2009. Interestingly, the first week of November ending on the 8th was the 2nd highest at $105 average per order a few weeks before Thanksgiving and Black Friday Sales.

When it comes to free shipping online, 45% to 50% of all the orders in 2009 included free shipping, compared to 34% to 49% in 2008. After separating the average order dollar amount into orders that included free shipping and those that didn't, consumers tend to spend more per order when free shipping is included. comScore reports, "For the week ending Nov. 29, the average order value for transactions including free shipping was $124 while the average order for those without free shipping was $111. For the week ending Dec. 6, the average order value for transactions including free shipping was $134 while the average order for those without free shipping was a much lower $103."

As we shop on the last week leading up to Christmas, online sales may increase even more due to the weather. Brick-and-mortar retailers are certainly nervous about the effect of the East Coast's winter storm on shoppers. Stephanie Rosenbloom of the New York Times reports, "Retail analysts expect that many consumers who did not brave the elements on Saturday and Sunday will shop this week instead. Others might have shifted their holiday shopping to the Internet - which means that when sales are tallied, Saturday could prove to be a bright spot for online retailing."

Maybe an online record will be set on a weekend day as the snow brings the Northeast a white Christmas, even if it isn't a 'green' one for regional retailers who do not have an online store.

Sources

"Green Tuesday? Tuesday, December 15 Reaches Record $913 Million in Online Spending." comScore. 20 Dec. 2009.

Rosenbloom, Stephanie. "Storm on Big Weekend Raises Worries for Stores." The New York Times. 20 Dec. 2009.

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