Final desktop e-commerce numbers show that Cyber Monday once again reigned as the leading e-commerce sales day during the 2015 holiday season, according to data from comScore Inc., which measures the online activity of consumers. The Monday after Thanksgiving grabbed the top spot for the sixth consecutive year.
Black Friday moved up in the 2015 holiday season ranking by desktop sales, to third place, while the second Monday of December, which some call Green Monday, fell to fifth from third place a year ago, according to comScore data.
ComScore data shows the sixth week of the holiday shopping season, which is the week starting Dec. 6, ranked as the heaviest for desktop spending, at nearly $10 billion.
Many retailers rolled out online deals earlier in the season, offering Black Friday promotions well before the Friday after Thanksgiving, and that may have led to a lower-than-expected online sales surge late in the season, including on Free Shipping Day, Dec. 18, says Adam Lella, senior marketing insights analyst at comScore. Online desktop spending for Free Shipping Day, which included promotions from more than 1,000 merchants, was $847 million, up 8% from the same Friday a year ago but down 9% from Free Shipping Day in 2014, which took place on a Thursday.
“Where the season ultimately fell short was in the last two weeks of the year, and in particular the week before Christmas,” comScore chairman emeritus Gian Fulgoni says.
E-commerce on desktops accounted for $56.43 billion in online sales during the 2015 holiday season, up 5.9% from $53.31 billion in 2014, according to comScore. Sales on mobile devices (smartphones and tablets) surged 58.5% to $12.65 billion from $7.98 billion in 2104, according to comScore estimates.
Desktop and mobile combined for holiday e-commerce sales of an estimated $69.08 billion, about 13% above the $61.29 billion spent online a year ago, just shy of comScore projections for a 14% increase to $70 billion in online sales
Here are the top 10 desktop online sale days for 2015:
The top 10 desktop spending days for 2014, according to comScore, were as follows:
The steep decline in sales on Dec. 2, 2015, versus the same data in 2014 relates to the date of Cyber Monday. That big online shopping day fell on Dec. 1, 2014, and the following day is often a big online shopping day as consumers take advantage of extended offers. Indeed, the first Tuesday of December during the recent season—Dec. 1, 2015—was the second-largest online sales day of the 2015 holiday season. But by Dec. 2, two days after Cyber Monday in 2015, sales had trailed off.