Retail E-Commerce Spending up 27%, Thanks in part to Free Shipping

by Deepak Sharma on Sunday, December 19, 2010

There’s a 12% increase in retail e-commerce spending in the first first 47 days of the November – December 2010 holiday season compared with the same period a year ago.

comScore is reporting that for the holiday season-to-date, $27.46 billion has been spent online, marking a 12-percent increase versus the corresponding days last year. The most recent week (week ending Dec. 17) reached $5.15 billion in spending, an increase of 14 percent versus the corresponding week last year, with four individual days surpassing $900 million, led by Green Monday (Monday, December 13) with $954 million and Free Shipping Day (Friday, December 17) with $942 million. A lot of shopper took advantage of the Free Shipping Day which achieved a 61-percent increase versus the corresponding shopping day last year, highlighting the appeal and success of the promotion in which more than 1,500 merchants offered free shipping.

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 ($)



Percent Change

November 1 –  December 17




Thanksgiving Day (Nov. 25)




Black Friday (Nov. 26)




Cyber Monday (Nov. 29)




Green Monday (Dec. 13)




Free Shipping Day (Dec. 17)




Week Ending Dec. 17 (Dec. 11-17)





That means Cyber Monday emerged as the season’s heaviest online spending day for the first time in history.

"Free Shipping Day punctuated an exceptional week in which consumers spent more than $5.5 billion online, representing a 14-percent increase from last year," said comScore chairman Gian Fulgoni. "While no individual days during the week surpassed $1 billion in spending, we saw strength throughout the week beginning with Green Monday and ending with Free Shipping Day on Friday. At this late juncture in the online holiday season, we have likely already witnessed the peak spending day of the year, which means that Cyber Monday should emerge as the season's heaviest online spending day for the first time in history."