According to ComScore data, the sixth week of pre-Christmas sales starting from 6th December is the time when e-commerce expenditures are the highest, reaching nearly $10 billion. Following ComScore data which is specialised in measuring the online activity of consumers, Cyber Monday was the leading day in 2015 when it comes to the rate of daily e-commerce sales. The Monday after Thanksgiving has taken the place for the sixth year in a row. Black Friday, ranked by desktop sales was in third place and “Green Monday” (the second Monday of December) took fifth place in the ranking provided by ComScore.
Adam Lella, a Senior Analyst at ComScore reported that many retailers had rolled out online deals earlier in the season by offering Black Friday promotions well before the Friday after Thanksgiving. This is supposed to have led to a lower-than-expected online surge late in the season. Online desktop spending for Free Shipping Day including promotional offers from more than 1,000 online stores and merchants accounted for $847 million, an increase by 8% compared to the same Friday in the previous year but down 9% from Free Shipping Day in 2014.
The 2015 online desktop sales during the holiday season amounted to $56.43 billion, an increase of 5.9% compared with 2014 ($53.31 billion). On the other hand, online sales via mobile devices (smartphones and tablets) in 2015 grew by 58.5% to $12.65 billion in 2014. This figure amounted to $7.98 billion. Including both desktop and mobile devices total sales in e-commerce during the holiday season amounted to $69.08 billion. This represents an increase of 13% compared to last year’s results when sales amounted to $61.29 billion.
The sharp drop in sales on 2nd December 2015 in comparison to previous years is associated with Cyber Monday. This big online shopping day in 2014 took place on 1st December and it is typical that on the next day consumers often benefit from extended offers. In 2015, the first Tuesday of December (December 1st) was the second largest day of online sales in the holiday season.