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.
" Social media really appears to be emerging as an important marketing channel this holiday season," said comScore Chairman Gian Fulgoni. "On the one hand, its emergence is being driven by increased consumer adoption of these technologies and the exponential growth in digital word-of-mouth that is occurring over this medium. On the other hand, having a social media marketing strategy makes sense for retailers in this environment because it’s cost-effective and shows an effort to get closer to one’s customers.
"I think we are getting our first real glimpse at the impact social media will play on commerce as we enter the next decade."
