Holiday Spending Jumps 29% among Online Shoppers

Forget Cyber Monday, this Thanksgiving weekend online shoppers eschewed packed parking lots, doorbusting brawls and languishing lines to kick-off the holiday shopping season.   Early data from nearly 40,000 Americans* who share their e-commerce shopping activity with InfoScout indicates that online sales are up 29% from Thanksgiving and Black Friday one year ago.

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Which online retailers are leading the pack?  Among the four largest sites we’re tracking in real-time this weekend, Amazon has a clear lead with nearly 41% share – a slight gain from last year.   While Walmart’s overall e-commerce sales appear to be up from a year ago, the brick-and-mortar giant’s share of cyber sales is slightly down versus is its biggest online competitors.  By contrast, BestBuy is rapidly gaining virtual ground thanks to a well executed Cyber Savings campaign that includes free shipping on orders of $35 or more.  Meanwhile, eBay continues its “Countdown to Cyber Monday” campaign which is effectively giving their competitors a three-day head-start in the race for consumers’ limited dollars this holiday season.

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With overall online sales up 29% this Black Thursday & Friday, it begs the question of whether online shoppers are going online earlier this year, or whether they are shifting their spend from physical retail to e-commerce.  By studying both the online and offline purchases reported by Amazon’s holiday shoppers, InfoScout found that their Black Thursday & Friday spend in stores dropped 38% year-over-year to $153.43.  Meanwhile, their average spend at Amazon.com grew 67% to $83.27.  If this trend continues, Amazon’s loyal shoppers will spend more on Amazon.com next Black Friday than they will in all brick-and-mortar retailers combined!

 

Data methodology:
InfoScout’s 40,000 Omnichannel Panelists provided real-time visibility into their Thanksgiving Day and Black Friday shopping both online and in-store.  The data in this study includes purchases at all major e-commerce sites including Amazon, Walmart, eBay, BestBuy, Target, Apple (and more) by 8,793 panelists who also reported their online shopping activity to InfoScout more than one year ago.  The margin of error in the market share analysis is <2% absolute.   The confidence intervals for Amazon, Walmart, BestBuy, and eBay in the market share analysis in 2014 are ±2.78%,±2.61%,±2.48%, and±0.9%,  respectively.  The 95% confidence interval for the first chart on normalized $ spent is ±8.26 for the year 2014.   For more information related to InfoScout’s panel representation and data, visit our data page.