Predictions by ComScore had been that through the last week before Christmas, online holiday shopping would grow by at least 20%. However, despite the solid start for online shopping the last week before Christmas, ecommerce spending ended up at 19% growth over last year. MarketWatch reports that warm November weather was partly to blame for the slowing growth of online holiday shopping:

The Reston, Va., provider of survey and research services in the digital world reported that for the first 57 days of the holiday season - Nov. 1 through Dec. 27 — sales tallied $27.96 billion, up from $23.56 billion in the year-earlier period. Online sales in the 2006 period had grown 26%, the firm reported.

However, for the “core” holiday shopping season, ecommerce spending fared a little better. Between Thanksgiving and Christmas, reports ComScore, the growth in online holiday shopping was 21%.

It is important to note that the holiday shopping season is not quite over yet. Ecommerce businesses should note that after-Christmas shopping can be quite lucrative, since gift cards are redeemed (and shoppers often go beyond the given amount), and bargain-hunters are looking online for post-holiday deals. Indeed, MarketWatch points out that the day after Christmas saw a huge increase (nearly 50%) ecommerce spending:

The day after Christmas saw shoppers take advantage of late-season promotions and lay out $545 million on line, more than twice the year-earlier figure, ComScore Chairman Gian Fulgoni said in a statement.

The post-holiday shopping season has just begun. Ecommerce businesses can lure post-holiday shoppers with incentives and bargains, encouraging them to spend more online.

Tags: online holiday shopping, ecommerce spending, ecommerce spending holiday season, holiday shopping,
ComScore, post-holiday shopping