According to projections released by research firm ComScore, U.S. holiday shoppers will spend $43.4 billion online this year. This amount is up 17% from last year. ComScore reports that U.S. holiday e-commerce sales have been steadily rising since 2009, and that U.S. shoppers in the first 18 days of November spent $10.1 billion online, which was up 16% from the same period last year.

While Black Friday and Small Business Saturday did show successful and progressive results for sales, ComScore reported that e-commerce spending during these days actually surpassed $1 billion for the first time, reaching $1.042 billion in online sales. It is reported that Black Friday was the heaviest online spending day to date, with sales being up 26% compared to last year.

ComScore chairman, Gian Fulgoni states, “Despite the frenzy of media coverage surrounding the importance of Black Friday in the brick-and-mortar world, we continue to see this shopping day become more and more prominent in the e-commerce channel- particularly among those who prefer to avoid crowds at the stores.”

While many business owners and consumers alike feel that the best customer experience is being in the store, the trend of online buying is continuing and growing. Craig Kufta, owner of a small business selling camera parts and accessories, states, “The online business runs parallel with our retail sales and does not replace it. In a small town, we’d limit products to just those with broad appeal so it had been tough to stock niche items. Now we can stock them for our online customers.”


Shalvey, Kevin “E-Commerce Sales Seen Rising 17% In U.S. This Holiday” 11/21/12

Alexander, Dave “Cyber Monday: Online retailing is not just for Muskegon-area companies prove” 11/26/12

Crum, Chris “Black Friday Breaks Record: E-commerce Spending Surpasses $1 Billion For First Time” 11/26/12

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