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Free Shipping Day Gives Holiday Sales a Late Boost

Last-minute gains not typical for holiday spending, official says.

This year, Free Shipping Day landed on the Monday before Christmas Eve—and that gave online holiday sales a much-needed shot in the arm.

In fact, this year, the Monday before Christmas Eve was significantly busier than last year, bringing in more than $1 billion—a 76-percent increase year over year. Overall, online sales for the week ending on Dec. 21 saw a growth of 53 percent year over year, according to researcher comScore.

The late gain was a “notable achievement,” the organization reports.

“We typically do not see such heavy spending this late in the season, but the fact that Free Shipping Day occurred on a Monday…helped deliver an encouraging late-season surge”

“We typically do not see such heavy spending this late in the season, but the fact that Free Shipping Day occurred on a Monday, combined with the fact that so many retailers extended their promotions into the middle of the week—with guaranteed shipping by Christmas—helped deliver an encouraging late-season surge,” says Gian Fulgoni, comScore’s chairman. “The result has been a significant uptick in the season-to-date growth rate, which now stands at 16 percent.”

Last week, holiday sales were up 13 percent year over year, 4 percent below officials’ initial predictions on holiday spending.

Last year’s Free Shipping Day was on Dec. 15 and saw sales on par with this year’s, officials add. So far, shoppers have spent $38.7 billion online during the holiday season.

Cyber Monday continues be the busiest online holiday spending day with $1.465 billion in sales, Dec. 4 follows with $1.36 billion and Green Monday, Dec. 10, rounds out the top three with $1.275 billion, according to comScore.

About the author

Olga Munoz
Olga Munoz is editor of TheOnlineSeller.com. In addition to writing news and feature articles about e-commerce, selling trends, online marketing and other topics of interest to online sellers, Olga manages the site's social media efforts. A journalism graduate of Chico State, Olga says her favorite part of being a journalist is learning interesting facts that help put stories into perspective, attending industry events and meeting interesting people "that leave you smiling, even in tough situations." Opinions expressed here may not be shared by The Online Seller and/or its principals.



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