by Robin Fiedler
Online deals are spurring an increase of online sales for the big retailers. After Black Friday and Cyber Monday's increased numbers, Green Monday is serving up a weeklong event of sales and online discounts. However, free shipping may be a little harder to find. 
Online retail sales from Nov. 28 to Dec. 4, 2009 totaled $4.7 billion--up 5%, and for the holiday shopping season Nov. 1-Dec. 4 sales were $15.3 billion--up 4% from 2008. There is a downside though. Mid-size to small online retailers' sales decreased 10%, according to comScore.
The big e-tailers were the winners registering the lion's share of online purchases. comScore reports, "An analysis of the top 25 online retailers shows a sales growth rate of 13 percent through November, while smaller retailers showed a year-over-year decline of 10 percent. The larger retailers accounted for 64 percent of all dollars spent during the period, up 6 percentage points from last year."
Although more online retailers offered free shipping during Cyber Monday week over last year, Internet Retailer reports that Green Monday week has fewer free shipping offers. comScore charts show that in the month of November free shipping purchases were 41-50% of the online transactions, compared to the same time last year when only 35-42% of online transactions had free shipping.
"Among the top 100 online retailers, 68 offered free shipping offers for the week of Monday, Nov. 30, a slight drop from 71 the prior week, according to a survey by Internet Retailer (IR). In the comparable week a year ago, 66 offered free shipping." Some added free shipping this week. IR reports, QVC and Abercrombie & Fitch Co. offered free shipping and "Apple dropped its $50 minimum order to qualify for free shopping (sic), allowing free shipping on all items."
Some retailers increased the minimum order amount in order to qualify for free shipping. IR states, Urban Outfitters Inc. set free shipping orders at $150 up from $75 last week, and Home Depot restricted free shipping to only certain products, such as Christmas decorations and appliances. IR adds, "Best Buy, which had been limiting its free shipping offer to a single select item each week, introduced 99-cent shipping on all items this week."
Keep looking for daily deals, which seems to be the popular online marketing strategy in 2009. Lane Bryant has the "12 Days of Christmas" deals. Overstock.com has 25 deals in 25 days promotion. Dell has deals of the day for 8 days, and Target and Kmart continue their daily deals promotions.
According to IR, "Among home-page offers, Oriental Trading Co. offered the steepest discount, at up to 75%, while Neiman Marcus, Saks Fifth Avenue, the Disney Store, American Eagle Outfitters and Drugstore.com each offered promotions of up to 50% off." For other retailers, look forward to at least 2 to25%-off sales.
The big online retailers are winning in increased sales, but that's not necessarily a bad sign for consumers. It means shoppers are snatching up the lowest prices. The free-shipping shift, however, may be a sign that after capturing our attention with deep discounts, some retailers are adding shipping costs back on. Of course, there's always Free Shipping Day, Dec. 17!
Sources
"E-retailers Offer Plenty of Holiday Deals, But Pull Back on Free Shipping." Internet Retailers. 4 Dec. 2009.
"Most Recent Week of Online Holiday Shopping Season Achieves Above Average Growth as Three Individual Days Surpass $800 Million in Spending." comScore. 6 Dec. 2009.
COUPON TIME
Our Christmas Sales page has great deals for Green Monday and every day until the 25th! And to make sure you don't miss a chance to get that package shipped to your door at no cost to you, start your shopping at our Free Shipping page.
