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comscore: Strong weekend spending helps online sales exceed expectations

BY Marianne Wilson

Reston, Va. — U.S. retail e-commerce spending from desktop computers for the first 45 days of the November-December 2013 holiday season totaled $37.8 billion, according to comScore. For the first time ever, the most recent workweek saw five individual days eclipse $1 billion in spending, led by Green Monday with $1.4 billion.

The week before (Dec. 2 – Dec.6) fell short of that accomplishment when Friday, Dec. 6 missed the $1 billion milestone by just $16 million. Overall there have been ten individual $1 billion days this season, and the most recent week (Dec. 9 – Dec. 15) reached nearly $7.7 billion in desktop spending. Total spending since Thanksgiving has been $19.2 billion, up a healthy 21% versus the same period following Thanksgiving last year.

One of the emerging storylines from the 2013 holiday season is the growth of online retail spending during the weekends, according to comScore. Historically, the work week tends to be when the heaviest online spending happens, in part because people are in front of computer screens for longer periods of time, while the weekends tend to be stronger for brick-and-mortar retail and lighter for online buying. This year, however, exceptionally strong year-over-year growth rates of at least 30% have been seen on each weekend since Thanksgiving, while gains on the weekdays have been between 10-16%.

"One of the most interesting stories we are seeing this holiday season is the explosion in weekend online spending," said comScore chairman Gian Fulgoni. "While we have seen solid growth during the days between Monday and Friday, weekend growth rates have surged to nearly 4x what we’re seeing during the work weeks."

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L’Orèal gets connected with TV app launch

BY CSA STAFF

L’Orèal USA has introduced a new app for owners of a device that allows them to use tablet-like apps on television through an Internet connection.

The cosmetics maker announced the launch of OnBeauty, which it created under a partnership with Roku and Brightline. Roku created the app for users of connected TV, or CTV, and L’Orèal said OnBeauty would be the go-to beauty hub for CTV users. The app will feature a majority of L’Orèal USA’s brands.

"We are one of the first few brands in the U.S. — and certainly one of the first beauty brands — to build unique content and an exceptional experience for the CTV audience on this new platform," L’Orèal global CMO leader Marc Speichert said. "2014 will be another big year for us as we continue to focus on new and emerging platforms that are relevant to our audience."

According to eMarketer, 43% of U.S. households have CTV.

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Nestlé’s going to the Super Bowl

BY CSA STAFF

For peanut butter cup lovers, the New Year will mark not only a fresh start but also a chance to dig into Butterfinger’s latest confection. Butterfinger Peanut Butter Cups, which offer a fresh spin on the classic peanut butter and chocolate combo, are now shipping to stores nationwide and will be available beginning in January.

The arrival of Butterfinger Peanut Butter Cups is especially important, as it will mark the first time when Nestlé will advertise one of its brands at the Super Bowl on Feb. 2. The 30-second spot is scheduled to debut in the second half of the game.

“The anticipation for the new Butterfinger Peanut Butter Cups has been incredible,” Butterfinger brand manager Jeremy Vandervoet of Nestlé USA, said. “As we close out the ‘90ish’ anniversary of Butterfinger this year, we are very excited about the future with innovations like Butterfinger Peanut Butter Cups. Our fans love a dose of Butterfinger, and this one-of-a-kind treat is the most highly anticipated new product we have ever launched in Nestlé USA Confections & Snacks’ history.

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