Abstract
The Online Holiday Shopping report provides a preview of the trends that will
affect the sales of Internet merchandise this shopping season- and compares
them to seasons past and future.
Online sales this year will be driven by the increased spending of existing
online buyers. These “seasoned” online buyers have confidence in
e-commerce, and they even shop with unfamiliar Web retailers to find unusual
gifts. They also shop later into the season because they trust that e-tailers
will meet delivery guarantees.
eMarketer predicts that online holiday sales will reach $31 billion this
season, up 18.5% over 2006. Although this is a drop-off from last year' s
growth rate of 25%, it beats the low single-digit growth rate forecast for the
overall retail industry this holiday season.
Key questions the “Online Holiday Shopping” report addresses:
- What is the outlook for online holiday spending this year compared with
recent years?
- What are the key trends that will shape online holiday shopping this year?
- What role do different media play in the holiday purchase decision process?
- How have online retailers' holiday marketing strategies evolved?
- And many others.....
eMarketer Reports- On Target and Up to Date
The Online Holiday Shopping report aggregates the latest data from marketing
and communications researchers with eMarketer analysis to provide the
information you need to make smart business decisions.
Table of Contents
Executive Summary
- US Retail E-Commerce Holiday Season Sales, 2003-2007 (billions and %
increase vs. prior year)
- Key Questions
The eMarketer View
- Key eMarketer Numbers - US Online Holiday Shopping
Holiday Shopping Outlook
- Comparative Estimates: US Holiday Season Retail Sales Growth, 2007 (%
increase vs. prior year)
- US Holiday Season Retail Sales*, 2001-2006 (billions and % increase vs.
prior year)
Online Holiday Market Trends
- US Retail E-Commerce Holiday Season Sales Model, 2003-2007
- US Retail E-Commerce Holiday Season Sales, 2003-2007 (billions and %
increase vs. prior year)
- Comparative Estimates: US Retail E-Commerce Holiday Season Sales, 2007
(billions and % increase vs. prior year)
- Percent of Annual US Retail E-Commerce Sales Attributed to the Holiday
Shopping Season, 2003-2007
- US Holiday Season Online Buyers*, 2003-2007 (millions and % of total
online buyers**)
- Average Amount Spent Online by US Holiday Season Online Buyers, 2003-2007
(dollars and % of total average annual spending per online buyer)
- US Q4 Retail E-Commerce Sales, 2002-2007 (billions and % increase vs.
prior year)
- US Retail E-Commerce Sales, by Quarter, 2007 (billions and % of total)
Anatomy of the Online Holiday Shopping Season
- Month during which US Internet Users Plan to Begin Shopping for the
Holiday Season, April 2007 (% of respondents)
- US Retail E-Commerce Sales Growth, by Week Ended, Holiday season 2006 (%
increase vs. prior year)
- Record-Setting Days for US Retail E-Commerce Holiday Sales,
November-December 2006 (millions)
- Daily Traffic to Sites in Nielsen' s Holiday eShopping Index among US
Internet Users, December 11-17, 2006 (thousands)
Online Retailers and Shopping Categories
- Top 10 Holiday Season US Retail E-Commerce Web Sites, Ranked by Spending,
November 1-December 26, 2006
- Leading Online Shopping Destinations among US Internet Users on the
Biggest Online Shopping Day of the Holiday Season, by Unique Visitors,
December 12, 2006 (thousands)
- US SMBs that Have a Company Web Site, 1997, 2000 & 2007 (% of respondents)
- US Retail E-Commerce Holiday Sales* Growth, by Category, November
1-December 26, 2006 (% increase vs. prior year)
The Consumer Decision-Making Process
- Leading Resources for Gift Ideas during the Holiday Season according to US
Internet Users, April 2007 (% of respondents)
- Select Types of Marketing and Advertising that Influence Purchase
Decisions of US Internet Users during the Holiday Season, April 2007 (% of
respondents)
- Emerging Media that Most Influenced US Adult Consumers to Purchase
Products Launched in 2006, by Buyer Type, December 2006 (% of respondents in
each group)
- US Online Video Advertising Spending, 2001-2011 (millions)
- Type of Web Site Used Most by US Internet Users for Shopping* Online
during the Holiday Season, April 2007 (% of respondents)
- Online Shopping Activities of US Adult Internet Users, September 2007 (%
of respondents)
- Types of Products for which US Internet Users Search Online during the
Holiday Season, April 2007 (% of respondents)
- Cross-Channel Shopping
- Purchase Habits of US Adult Online Shoppers, September 2007 (% of
respondents)
- Black Friday* Web Site Visits by US Internet Users, November 19-25, 2006
(% market share)
- Select Multi-Channel Features Offered by US Leading Online Retailers, Q4
2006 (% of sites surveyed)
- Select Community Features Offered by US Leading Online Retailers, Q4
2006 (% of sites surveyed)
- Media that Influence US Consumers to Start a Search for Merchandise
Online, November-December 2006 (% of respondents)
Online Holiday Promotions
- Types of Online Offers, Promotions or Incentives that Are Important to US
Internet Users during the Holiday Season, April 2007 (% of respondents)
- Reasons that US Online Holiday Shoppers Did Not Purchase More Online
during the 2006 Holiday Season, January 2007 (% of respondents)
- Select Retailer Incentives that Would Increase Online Holiday Spending
this Season by US Consumers, 2006 (% of respondents)
- Number of Promotional E-Mails Sent per Week during the Holiday Season* by
US Online Retailers, by Category, 2005 & 2006 (average)
- Comfort Factors Web Retailers Need to Address
- Online Purchasing Concerns of US Adult Online Shoppers, September 2007
(% of respondents)
- Most Important Online Small Business Retail Web Site Features for an
Overall Positive Online Shopping Experience according to US Internet Users,
October 2006 (% of respondents)
- Non-Debit/Credit Online Payment Options Offered by Online Retailers in
North America, 2004, 2005 & 2006 (% of respondents)
- US Online Holiday Shoppers Who Are More Likely* to Purchase Products on
a Web Site that Offers Select Interactive and Engaging Features, January
2007 (% of respondents)
- Rich Media Features Offered by US Online Retailers, Q4 2005 & Q4 2006 (%
of sites surveyed)
- US Online Holiday Shoppers Who Are Less Likely to Return to a Web Site
due to a Frustrating Online Shopping Experience with that Web Site, 2005 &
2006 (% of respondents)
- US Online Holiday Shoppers Who Are Less Likely to Shop at a Retailer' s
Physical Store due to a Frustrating Online Shopping Experience with that
Retailer, 2005 & 2006 (% of respondents)
- Gift Cards
- US Holiday Season Gift Card Sales, 2003-2006 (billions and % increase
vs. prior year)
- US Holiday Season Gift Card Sales, 2006 & 2007 (billions and % increase
vs. prior year)
- Select Locations from which Gift Cards Were Purchased during the
Previous Holiday Season by US Adult Internet Users Who Purchase* Gift Cards,
February 2007 (% of respondents)
Conclusion: Yesterday, Today and Tomorrow
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