comScore report: Green Monday spending jumps 13% to $1.275 billion

Reston, Va. -- In a report released Wednesday by comScore, Green Monday has emerged as the third heaviest online shopping day of the holiday season to date, reaching $1.275 billion in spending.

Just ahead of Green Monday are Cyber Monday at $1.465 billion and Tuesday, Dec. 4, at $1.362 billion.

For the holiday season to-date, $29.3 billion has been spent online.

"Green Monday kicked off this critical week for online holiday shopping with a strong total of $1.275 billion, marking a 13% gain from last year," said comScore chairman Gian Fulgoni. "While Green Monday remains a very important day for the season, as consumers have gained confidence with on-time shipment delivery, there is perhaps less urgency than there once was to make those final purchases at least two weeks in advance of Christmas Day. What we've seen over the past few years is a tendency for heavy spending to continue late into the week of Green Monday and right up until Free Shipping Day, which this year falls on December 17."

An analysis of Green Monday spending demonstrates how various components contributed to the 13% growth rate, according to comScore. Spending growth was driven by both an increase in the number of buyers (up 7% to 9 million) and an increase in spending per buyer (up 6% to $140.95). The gain in spending per buyer primarily reflected an increase in the number of transactions per buyer (up 5% to 1.76) rather than an increase in the dollar value of a transaction, which was up only 2% to $80.11.

The survey found that the top-gaining category for the season-to-date is Digital Content & Subscriptions, predominantly comprised of digital book, music and video downloads, which has grown 22% versus a year ago. Toys ranks second with a growth rate of 18%, followed by Video Game Consoles & Accessories (up 15%). Consumer Electronics currently ranks fourth (up 15%) on the strength of smartphone sales, while Computer Hardware rounds out the top five (up 14%) on the strength of tablet sales.