US online holiday spending reached $16 billion during the first 36 days of the November-December holiday season, an increase of 3% compared with the same period last year, with shoppers being influenced by social media, according to comScore.
The most recent week, ended December 6, 2009, accounted for $4.6 billion in holiday spending, more than any individual spending week thus far in 2008––but still less than two of the weeks in the 2007 holiday season.
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Consumers were surveyed about the influence of social media on their shopping behavior. Of those who have begun their holiday shopping this season...
- 28% say social media has influenced their purchases.
- 13% say they have read consumer-generated product reviews.
- 11% have read an expert product review.
- 7% have taken advantage of a special offer discovered on a Facebook fan page.