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
