The average American spent $77 online during the week after Thanksgiving, climbing 34% since the beginning of the holiday season, according to the eSpending data released today by Goldman Sachs,
Harris Interactive, and Nielsen//NetRatings.
Median weekly online spending per person has increased steadily since the beginning of November, peaking during the week of Thanksgiving, with
shoppers spending nearly $82 at ecommerce sites.
The number of Internet users who bought online increased to 18% for the last week in November, as compared to 11% during the first week of the
month.
The latest data also show that 25% of Americans have finished their holiday shopping, while 46% cited that they have started, but not finished. Of those surveyed, 29% said they have not
started shopping for gifts.
"Sales and special promotions during the last two weeks in November helped increase the average dollar spent online for shoppers," said Lori Iventosch-James,
director of ecommerce research, Harris Interactive.
"The next two weeks are critical for etailers as shipping deadlines draw near for shoppers," added Iventosch-James. "As we move into the
latter half of the online holiday season, online stores will pull out all stops to move inventory, enticing shoppers with last-minute sales and deep discounts."
Online, Offline and Catalog
Retailers Battle for Shoppers
The eSpending Report revealed that brick-and-mortar retailers continue to dominate in attracting shoppers, with consumers citing that they expect to spend 79%
of their holiday budget shopping at physical stores. Consumer shopping budgets slated for online sites increased year-over-year, with shoppers planning to spend 15% of their holiday gift budget at
ecommerce Web sites this season, compared to 13% spent in 2000. Shoppers intend to spend less this year buying holiday gifts through catalogs, marking 6% of their budget for catalog orders.
"The online channel is a significant, and growing component of the holiday economy in the United States," said Sean Kaldor, vice president of analytical services at NetRatings. "While only 1-2%of
U.S. retail spending is on the Web, consumers expect to spend 15% of their holiday budget online."