There was a 15 percent average increase in e-commerce traffic between Dec. 26 and Dec. 31, 2019 compared to Nov. 1-27, 2019, according to figures from Verizon.
“In the days leading up to New Year's Day, we saw consistent engagement and volume in e-commerce traffic,” said Michele Dupré, Verizon’s leader for retail, hospitality and distribution
Overall, the holiday shopping season was a reason to cheer for online retailers. According to MasterCard’s SpendingPulse index, holiday online sales grew 18.8 percent compared to 2018.
“E-commerce sales hit a record high this year with more people doing their holiday shopping online,” said Steve Sadove, senior advisor for Mastercard and former CEO and Chairman of Saks Incorporated. “Due to a later than usual Thanksgiving holiday, we saw retailers offering omnichannel sales earlier in the season, meeting consumers’ demand for the best deals across all channels and devices.”
Findings of the report indicate that this was a winning holiday season for e-commerce. Highlights include:
- Total apparel saw a gain, posting 1 percent growth year over year. The category also experienced stronger than expected e-commerce growth, up 17 percent compared to 2018.
- The jewelry sector experienced 1.8 percent growth in total retail sales, with online sales growing 8.8 percent, supporting e-commerce strength. This trend started before the holiday season and helped the sector power through to its finish.
- Department stores saw overall sales decline 1.8 percent and online sales growth of 6.9 percent, emphasizing the importance of omnichannel offerings.
- Electronics and appliances were up 4.6 percent, while the home furniture and furnishings category grew 1.3 percent.