A Spike in Online Holiday Spending


Online holiday spending was up 15% over last year, according to comScore data released on Dec. 28. From Nov. 1 through Dec. 26, U.S. consumers spent $35.3 billion online; they spent $30.6 billion during the same period in 2010.

ComScore also noted that there was a "dramatic" increase in purchases of digital content and subscriptions (music, videos, e-books, magazines and apps) on Christmas day, which it tied to gift certificates given as presents to owners of new smartphones and tablets.

Concurrently, some online retailers told the New York Times that late evening online sales have spiked, leading them to believe that many purchases are made when consumers have had a drink or two.

From this we can surmise two things: Consumers are feeling more confident about the economy and are consequently spending more, and they are even more confident about the economy once they've had a bit of the holiday cheer.

If the U.S. job market continues to improve, online sales may see growth in the new year—and smart brands will deploy teams to engage with this growing audience in the evening, during the real action. Communicating on social networks in the evening could be the next big thing in building brand loyalty.





Comments Off

Deals of the Week

Get $150 Off PR News' Social Media Summit with Taste of Tech

prn_ms_175x135_ep

Unlike other conferences, you’ll be immersed in the strategies and tactics that you can apply right away to your work as a communicator. You’ll learn what it takes to compete for attention, engagement and positive brand awareness across an array of social media networks.

Use code “150off” at checkout.

Get $50 off PR News' Digital PR & Social Media Guidebook

DigitalPRSocialMedia_PrintDigital_vol6

This guidebook has one essential purpose: helping you maximize your communications effectiveness in the digital world. The articles in this guidebook produced both by the PR News staff and more than fifty communications industry thought leaders, focus on most every facet of digital PR and social media.

Use code “DIGITAL6” at checkout.

Save $100 on a PR News Subscription

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.