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The 2011 Ecommerce Holiday Season in Review

THE 2011 ECOMMERCE HOLIDAY SEASON IN REVIEW Y Despite a tough economy that forced consumers to think twice about every purchase, many online retailers experienced an increase in not only sales during the holiday season, but gains in traffic from mobile and tablet shoppers and other key metrics. ONLINE RETAIL SALES OUTPACED GROWTH FOR BRICK-AND-MORTAR STORES: 2010 20n 2010 vs. 2011 online retail sales: 15% increase $32.4 Billion I$37.2 Billion 30 2010 vs. 2011 same-store December retail sales: 4% increase TOTAL U.S. ONLINE RETAIL SPENDING BLACK FRIDAY (1/25/11) Black Friday originally described additional pedestrian and vehicle traffic on the streets of Philadelphia the day after Thanksgiving, and later became known as the day retailers begin to turn a profit. SLO00 $900 $800 S700 +26% SMALL BUSINESS SATURDAY (1/26/1) $600 $500 Created by American Express and held the Saturday after Thanksgiving, Small Business Saturday was first celebrated on November 27, 2010o, to encourage holiday shoppers to patronize small and local brick-and-mortar businesses. $400 $300 $200 S100 Sales recorded on American Express cards compared to the same Saturday in 2010:+23% 2010 2011 $648 Million $816 Million CYBER MONDAY (1/28/1) Introduced in 2005 by Shop.org, Cyber Monday takes place on the Monday immediately following Black Friday. Cyber Monday is one of the biggest online shopping days of the year. 2010 2011 $1,028 +22% $1,251 (IN $ MILLIONS) GREEN MONDAY (12/12/1) FREE SHIPPING DAY (12/16/11) Coined in 2006 by eBay to describe its best sales day in December, Green Monday is traditionally the second Monday of December and is defined more specifically by comScore as the Monday with at least 10 days before Christmas. Started in 2008 by entrepreneurs Luke and Maisie Knowles, Free Shipping Day has quickly become one of the most popular days to shop online, with more than 2,300 retailers participating in 2011-all guaranteeing orders would arrive in time for Christmas. 2010 $942 +14% 2011 (INMILLIONS $1500 $1,072 +19% $1400 10 H00 1200 1300 4oo 1s00 oo sr00 stoo seo0 BLO00 uo0 200 SJ00 B400 S00 $1300 (IN SMILLIONS $1200 $1,133 SII00 SUPER SATURDAY (12/17/1) $954 SLO00 Marking the end of the holiday shopping season, Super Saturday targets last-minute shoppers. But because of its proximity to Christmas, consumers may be reluctant to go online for deals for fear that their purchases will not arrive in time. $900 $800 $J00 $25 B 2007 S600 $500 $7.87 B $400 $6.82 B 2009 $300 $7.58 B 2010 $200 S100 $26 B 201 sas 130 (INILLIONS) 2010 2011 Super Saturday pulled in approximately $26 billion in retail sales, breaking the record of $25 billion set in 2007, according to CGP, which tracked business at the nation's 35 biggest retailers. RECORD HOLIDAY 2011 ECOMMERCE SALES IMPACTED BY ONLINE MARKETING TECHNOLOGY $168 M Monetate drives 20 percent or $168 million of the record-setting $816 million in Black Friday online sales. $816 M CONVERSION RATES ACROSS DIFFERENT DEVICES Bounce rates on mobile phones remain the highest while add-to-cart rates are still low, further indicating that mobile website visitors do a great deal of research-often in store-without buying. Online retailers continue to see conversion and add-to-cart rates from tablet shoppers rival that of visitors on desktop computers. THANKSGIVING THROUGH EREE SHIPPING DAY 2011 Conversion Rates - Bounce Rates -Add-to-Cart Rates 4.% Desktop 23.9% 10.9% 17% Mobile 39.7% 4.1% 3.7% Tablet 23.3% 11.1% 20 30 40 50 60 70 80 90 100 SOURCES, COMSCORE I MONE TATE PLATFORM-WIDE ANALYTICS I INTERNATIONAL COUNCIL OF SHOPPING CENTERS & GOLDMAN SACHS I WEEKLY CHAIN STORE SALES INDEX I CHASE PAYMENTECH I AMERICAN EXPRESS monetate Follow OMonetate on twitter

The 2011 Ecommerce Holiday Season in Review

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Online retail continues to win over more consumer holiday spending, boasting a 15% year-over-year increase this past season compared to its brick-and-mortar counterparts’ lift of 4%. A narrative tha...

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