Cash-back shopping site analyzed more than four million transactions at more than 800 U.S. retailers during the holiday shopping period
February 9, 2016
LEXINGTON, Mass. – February 9, 2016 – Splender, a unique online cash back shopping site, today shared findings from its “2015 Holiday Shopping Key Stats and Trends,” a year-over-year analysis of online retail transactions during the holiday shopping season. Splender and its parent company, Cartera Commerce, analyzed over four million online transactions at more than 800 U.S. retailers November 1 through December 31. The data is available in the Holiday 2015 Online Shopping Trends infographic.
The data shows the 2015 holiday shopping season was larger year over year, as consumers spent an average of $142 per online transaction in 2015, up 10 percent from 2014, while the average total was $492, up four percent from 2014. The findings also revealed that shoppers are spreading out their purchases throughout the holiday season, resulting in sales declines on Black Friday and Cyber Monday specifically.
Cyber Monday Up and Down
Cyber Monday was the biggest shopping day, with six percent of all holiday sales. However, it has experienced a decline in recent years. From 2014 to 2015, Cyber Monday sales declined 14 percent. Even though the average Cyber Monday transaction amount ($135) increased 12 percent from 2014, it remained below the overall holiday average in 2015 ($142).
“The decline in Cyber Monday sales is happening because retailers are offering deals throughout the entire season, not just single-day doorbusters,” said Erin Warren, shopping expert and senior vice president of marketing at Splender. “The overall trend we’re seeing is that consumers now expect the sales to start earlier and continue well past Black Friday and Cyber Monday.”
Holiday Shopping Starting Earlier, Ending Later
While the period between Thanksgiving and Cyber Monday accounted for 20 percent of overall holiday sales, 2015 saw a more even distribution of holiday shopping throughout November and December.
“Holiday sales start earlier and end later than ever before, so consumers know they don’t have to brave the crowds on Black Friday to get the best deals on their gifts,” said Warren. “Today, shoppers expect retailers to offer free expedited shipping, guaranteed Christmas delivery and in-store pick-up options, so they can get their gifts in time even if they leave it until the last minute.”
Monday Is Most Popular Shopping Day
During the 2015 holiday season, consumers shopped more on weekdays than on the weekends. Monday was the most popular shopping day throughout the season followed by Tuesday. In fact, Monday and Tuesday drove 26 percent more volume than Saturday and Sunday. Weekend sales picked up in December as last-minute shoppers became more active on Sundays.
Thanksgiving Day Shopping on the Rise
As retailers start promotions early, Thanksgiving Day shopping is on the rise. In 2015, Thanksgiving sales rose 11 percent over 2014, accounting for nearly four percent of all holiday sales – the third highest shopping day of the season.
Electronics See Highest Spending
Holiday shoppers spend more on electronics than any other category, spending an average of $343 (up three percent over 2014). Apparel and accessories saw the second-highest average spend in 2015 at $146 (up 12 percent over 2014).
However, some categories saw the average purchase size fall – likely due to heavier discounting. Office supplies, while seeing an average spend of $139, was down seven percent over 2014 and flowers, food and gifts (average $87) was down six percent.
To view the infographic, visit http://blog.splender.com/online-shopping-trends-holiday-2015/.
Splender offers cash back on eligible purchases at more than 800 top-name online retailers spanning beauty, jewelry, clothing, travel and more. With Splender, consumers can also search for coupons and deals offered by retailers to get the best possible price online.
Splender is a unique online cash back shopping site paying members monthly for online purchases at more than 800 leading retailers. Joining Splender is free, and members can shop for the latest fashion and beauty trends, household items, office supplies, travel, electronic, sports and recreation equipment and more – all while earning a percentage of every qualifying purchase made. In addition, Splender provides access to coupons, discounts and special deals. Splender is offered by Cartera Commerce, the largest provider of company-based online shopping loyalty programs for banks, airlines and other loyalty programs. To learn more or join Splender, visit www.splender.com or follow on Twitter @ShopSplender.