Comscore Sees Record Online Spending Across 'Big 3' Holiday Shopping Days

Rhea-AI Summary

Comscore (NASDAQ: SCOR) reported record online spending during the holiday season, with total consumer spending exceeding $22 billion, up 25% from 2019. Cyber Monday led with $9.81 billion spent, reflecting a 24% increase. Thanksgiving and Black Friday also saw significant growth, with respective increases of 28% and 26%. Mobile spending surged, accounting for 45% and 42% of digital spending on Thanksgiving and Black Friday, up from 40% and 37% in 2019. Early promotions likely contributed to this increase in sales.

Positive

• Total online spending reached $22 billion, a 25% increase from 2019.
• Cyber Monday saw record spending of $9.81 billion, up 24% from 2019.
• Thanksgiving spending increased by 28%, while Black Friday grew by 26%.
• Mobile spending surged to 45% on Thanksgiving and 42% on Black Friday.

Negative

• None.

RESTON, Va., Dec. 18, 2020 /PRNewswire/ -- As consumers increasingly turned to online shopping this holiday season, ongoing research from Comscore (Nasdaq: SCOR), a trusted partner for planning, transacting and evaluating media across platforms, found that online spending across Thanksgiving, Black Friday and Cyber Monday (the 'Big 3' holiday shopping days), reached record levels in 2020. Total online consumer spending exceeded $22 billion, an increase of 25% compared to 2019.

Of the 'Big 3' shopping days, Cyber Monday saw the highest spend. In 2020, consumers spent $9.81 billion, an increase of 24% compared to 2019. Thanksgiving and Black Friday spend reached $4.94 billion and $7.34 billion, respectively.

While Cyber Monday was the clear winner in total dollars spent by day, both Black Friday and Thanksgiving grew at faster rates year-over-year, indicating some spending may have shifted earlier in the season. Thanksgiving spend grew the most, up 28% from 2019, with Black Friday following close behind with a 26% year-over-year increase. Cyber Monday's growth was down slightly from the 31% year-over-year increase from 2018 to 2019.

This early spending surge, which could partially be due to retailers kicking off promotions earlier this year, signals that retailers have the power to shift consumer spending. Amazon Prime Day, normally in July but delayed until mid-October, seemed to kick off 2020's holiday shopping season two weeks earlier than the usual November 1 start.

Taking a closer look at retail on mobile devices, Comscore found a significant year-over-year increase in mobile spending this holiday season. While mobile spending has played a pivotal role in these key holiday shopping days over the last several years, mobile's 2020 share of digital spending on Thanksgiving and Black Friday surged. 45% of Thanksgiving digital spending was mobile, up from 40% in 2019. Similarly, 2020's Black Friday mobile spend share jumped to 42%, an increase from 2019's 37%. As more retailers pushed out deals throughout the entire week, it seems many consumers jumped on those promotions via their mobile device and drove a significant number of sales.

Additional insights into consumer retail behavior can be found in Comscore's 2020 State of Retail report. To learn more about how Comscore can provide you with custom insights into consumer behavior, contact us today.

About Comscore

Comscore (NASDAQ: SCOR) is a trusted partner for planning, transacting and evaluating media across platforms. With a data footprint that combines digital, linear TV, over-the-top and theatrical viewership intelligence with advanced audience insights, Comscore allows media buyers and sellers to quantify their multiscreen behavior and make business decisions with confidence. A proven leader in measuring digital and TV audiences and advertising at scale, Comscore is the industry's emerging, third-party source for reliable and comprehensive cross-platform measurement. To learn more, visit www.comscore.com.

 

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SOURCE Comscore

FAQ

What was the total online spending during the 2020 holiday season for SCOR?

Total online spending exceeded $22 billion during the 2020 holiday season.

How much did consumers spend on Cyber Monday in 2020 for SCOR?

Consumers spent $9.81 billion on Cyber Monday in 2020.

What was the percentage increase in Black Friday spending in 2020 reported by SCOR?

Black Friday spending increased by 26% in 2020 compared to 2019.

What share of digital spending was mobile on Thanksgiving 2020 for SCOR?

Mobile accounted for 45% of digital spending on Thanksgiving 2020.

How did mobile spending change on Black Friday 2020 for SCOR?

Mobile spending on Black Friday 2020 increased to 42%, up from 37% in 2019.