Holiday Post Mortem
Among the slew of analysts looking back to the 2008 holiday season, comScore has estimated that online sales from November 1 through December 23 were actually down 3% from the year before. Apparel was one of the bright spots, with an online increase of 4%, compared to a 19-21% decrease in the category overall sales. Other hot online performers included Sports & Fitness (up 21%) and Video Gaming (+14%).
Another interesting note: online spending by HHI grew only among the over-$100k crowd, and there by a mere 7%. Compare with Hitwise data which shows a 3.7% lift among households earning $100-149k, but notes traffic drop of 12% from households over $150k.
Seems like an opportunity where high-quality mid-ticket merchants — those working somewhere between Walmart and Prada — had the greatest opportunity to reconnect with their core customers.
Posted: January 10th, 2009 under analytics, marketing.
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