Market research firm comScore reported on Tuesday that American companies have earned nearly $20 billion from holiday shopping sales. In the first 34 days of the most hectic two months of the year for merchants, retailers earned $19 billion and the figure will continue to grow at a similarly rapid pace.
ComScore’s report highlights six separate time periods during the holiday shopping season. Each has shown at least 15 percent growth compared to the same point in 2010. For example, compared to 2010, sales are up 15 percent between November 1 and December 4.
As December progresses, comScore expects spending to remain strong. However, retailers typically pull back discounts and other deals during the middle of the month, before pushing more as the holiday quickly approaches, according to the company.
“We are now entering the portion of the season when online retailers typically reduce their promotional activity as they attempt to restore their margins,” comScore chairman Gian Fulgoni said in a release.
“However, this will likely be immediately followed with an acceleration in the spending rate as we approach the middle of December, which is sure to bring us several more billion dollar online spending days.”
Brafton reported in October that email marketing campaigns can be especially effective during the holidays, as consumers are especially alert when it comes to deals to pursue. Moreover, businesses can target more shoppers by using social media marketing.
