Green Monday Spending Jumps 13 Percent to $1.275 Billion as 3rd Heaviest Day of Holiday Season-to-Date

Green Monday (Dec. 10) Expected to Headline What Could be the Biggest Online Spending Week in History

Dec 12, 2012, 10:18 ET from comScore

RESTON, Va., Dec. 12, 2012 /PRNewswire/ -- comScore (NASDAQ : SCOR), a leader in measuring the digital world, today reported holiday season retail e-commerce spending for the first 40 days of the November–December 2012 holiday season. For the holiday season-to-date $29.3 billion has been spent online, marking a 13-percent increase versus the corresponding days last year. Green Monday (Dec. 10) reached $1.275 billion in spending, up 13 percent vs. last year and ranking as the third heaviest online spending day for the season-to-date after Cyber Monday ($1.465 billion) and Tuesday, Dec. 4 ($1.362 billion).


2012 Holiday Season To Date vs. Corresponding Days* in 2011

Non-Travel (Retail) Spending

Excludes Auctions and Large Corporate Purchases

Total U.S. – Home & Work Locations

Source: comScore, Inc.

Millions ($)



Percent Change

November 1-December 10




Thanksgiving Day (Nov. 22)




Black Friday (Nov. 23)




Thanksgiving Weekend (Nov. 24-25)




Cyber Monday (Nov. 26)




Green Monday (Dec. 10)




*Corresponding days based on corresponding shopping days (November 3 thru December 12, 2011)

"Green Monday kicked off this critical week for online holiday shopping with a strong total of $1.275 billion, marking a 13-percent gain from last year," said comScore chairman Gian Fulgoni. "While Green Monday remains a very important day for the season, as consumers have gained confidence with on-time shipment delivery, there is perhaps less urgency than there once was to make those final purchases at least two weeks in advance of Christmas Day. What we've seen over the past few years is a tendency for heavy spending to continue late into the week of Green Monday and right up until Free Shipping Day, which this year falls on December 17."

Green Monday Gains Driven by Growth in Number of Buyers and Spending per Buyer
An analysis of Green Monday spending demonstrates how various components contributed to the 13-percent growth rate. Spending growth was driven by both an increase in the number of buyers (up 7 percent to 9 million) and an increase in spending per buyer (up 6 percent to $140.95). The gain in spending per buyer primarily reflected an increase in the number of transactions per buyer (up 5 percent to 1.76) rather than an increase in the dollar value of a transaction, which was up only 2 percent to $80.11. This likely reflects consumers' willingness to purchase at a variety of retailers to take advantage of competitive deals and discounts.

Green Monday 2012 vs. Green Monday 2011Spending Breakdown

Non-Travel (Retail) Spending

Excludes Auctions and Large Corporate Purchases

Total U.S. – Home & Work Locations

Source: comScore, Inc.



% Change

Total Spending ($ Millions)




Buyers (000)




Spending per Buyer




Transactions (000)




Spending per Transaction




Transactions per Buyer




Digital Content & Subscriptions Remains Top-Gaining Product Category for Season
The top-gaining category for the season-to-date is Digital Content & Subscriptions, predominantly comprised of digital book, music and video downloads, which has grown 22 percent versus year ago. Toys ranks second with a growth rate of 18 percent, followed by Video Game Consoles & Accessories (up 15 percent). Consumer Electronics currently ranks fourth (up 15 percent) on the strength of smartphone sales, while Computer Hardware rounds out the top five (up 14 percent) on the strength of tablet sales.

Top Gaining Product Categories for Holiday Season-to-Date

Nov. 1- Dec. 10, 2012 vs. Corresponding Shopping Days* in 2011

Total U.S. – Home & Work Locations

Source: comScore, Inc.

Percent Change

Digital Content & Subscriptions




Video Game Consoles & Accessories


Consumer Electronics


Computer Hardware


*Corresponding days based on corresponding shopping days (November 3 thru December 12, 2011)

Weekly Online Holiday Retail Sales
Please follow this link to view chart:

About comScore
comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital business analytics. For more information, please visit

SOURCE comScore