This week, the National Retail Federation (NRF) is conducting its annual conference in New York where all forms of traditional brick and mortar and online retailer teams gather for the latest business insights. Perhaps as a prelude, digital analytics firm comScore released an estimate of 2014 desktop online holiday sales that by our lens, adds even more evidence of the permanent shift of consumers toward online channels.
According to data gathered by the analytics firm, U.S. retail e-commerce spending emulated from desktop computers for the November-December 2014 holiday surge period increased 15 percent to $53.3 billion as compared to this same period in 2013. The comScore data depicts the top ten desktop spending days and cites Cyber Monday (December 1) as the busiest online day with over $2 billion in order activity. Keep in mind that this data reflects desktops as the originating device. Mobile based estimates would add even more volume, especially in light of an Amazon end of year report indicating that nearly 60 percent of its orders were sourced from mobile platforms. When all the channel data is combined, Supply Chain Matters believes it will reflect more evidence of continued permanent shifts in shopping behaviors.
The data further reflects that the 2014 holiday peak periods were the three weeks spanning the weeks of November 30 thru December 14. That peak volume period was the blessing that package shipping providers such as FedEx and UPS had anticipated and planned with retail customers. We previously highlighted an NRF sponsored Consumer Spending Survey analysis and IBM’s Digital Analytics Benchmarking service each indicating that holiday order volumes peaked in mid-December. That pattern helped in avoiding a repeat of the 2013 scenario where last-minute shipments did not reach consumers before the Christmas holiday.