Growth Expected for Online Holiday Sales This Year

Ecommerce sales growth this holiday season will be similar to or even surpass last year, according to first-half 2011 online sales estimates and the consensus view of a panel of digital marketing experts interviewed by eMarketer.

That would mean growth of at least 12% this year, according to comScore’s historical data. The firm reported that online spending grew 12% on volume of $32.8 billion for the 2010 holiday season, which it defines as the months of November and December.

“First-half ecommerce sales estimates are strong and industry experts have reasons to be optimistic about the 2011 online holiday shopping season, but the volatile global economy could cause consumers to cut back on spending,” said eMarketer principal analyst Jeffrey Grau. “Affluent consumers, who account for a high share of online sales, spend freely when their stock portfolios are healthy. But market downturns have historically undermined their sense of financial security, causing them to pull back on discretionary spending.”


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