Mobile Holiday Commerce Forecast To Hit $11.7B

Through November and December, mobile commerce is on track to increase by 47% compared to the same period last year. If accurate, that means mobile shoppers will spend $11.7 billion this holiday season -- which will represent about 17% of all digital commerce, per comScore.

Overall, shoppers are expected to spend $70.1 billion via digital channels, which would represent a 14% gain year-over-year.

“Although we anticipate a marginal slowdown in the digital commerce growth rate from last year’s 15% level, the overall economic outlook is positive,” Gian Fulgoni, executive chairman emeritus of comScore, explains in the new report.

Among other factors, Fulgoni credits the strong numbers to an additional shopping day between Thanksgiving and Christmas this year, coupled with low gas prices.

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At work and at home, consumer desktop shopping is expected to reach $58.3 billion, which would represent a 9% increase year-over-year.

Last year, digital commerce saved what was shaping up to be a disappointing shopping season.

“Last year, many retailers opened stores on Thanksgiving Day with unexpected results, as some consumers shifted their store visits from Black Friday to Thanksgiving Day, but reduced their spending rate,” Fulgoni recalls. “The good news is that online buying more than compensated for the softness of in-store sales, with growth rates of more than 25% during those two days.”

Fulgoni expects that trend to continue this year.

In addition, he expects Cyber Monday -- the first Monday after the Thanksgiving holiday weekend -- to surpass $3 billion in online sales, and become the heaviest online spending day in history for the sixth straight year.

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