Online Holiday Sales Track with Last Year, But Average Tickets Drop

Despite a sputtering economy, online merchants overall are breaking even with last year in terms of holiday sales, and the largest e-commerce sellers are running slightly ahead, according to statistics released this week. Web-based sales from Nov. 1 through Dec. 19 totaled $24.03 billion, a 1% decline from the equivalent time period in 2007, according to comScore Inc., which measures online activity. Chase Paymentech Solutions LLC, the largest processor of e-commerce transactions, says the merchants it tracks saw their online holiday-season sales grow 8%, to $5.7 billion. Meanwhile, transaction volume for these merchants is up 21%, to 113 million. Chase's Pulse Index tracks 25 of the country's largest sellers online from Nov. 6. The data it released this week is complete through Dec. 22. Still, these merchants are fighting harder to maintain sales gains. Perhaps as a result of economic pressures, holiday shoppers are spending less per purchase while at their computers. Chase says the average ticket is about $50, down 11% from the equivalent time period last year. And, with Thanksgiving coming later this year than in 2007, all online retailers have a shorter window in which to make the most of their biggest opportunity of the year. “With five fewer days of holiday shopping between Thanksgiving and Christmas this year, there is increasing pressure on consumers to make their holiday purchases in time for Christmas,” said Gian Fulgoni, chairman of comScore, in a statement. “The combination of the compressed holiday schedule and the challenging economic situation faced by many consumers means that retailers have their work cut out for them this season.” The peak day for online spending so far this season was Dec. 9, at $887 million, according to comScore. The highest-sales day for the merchants tracked by Chase was Dec. 2, at $218.91. But the peak day for transactions came two weeks later, with 3.96 million, according to Chase. The sport and fitness category has seen the biggest gains so far in December compared to 2007, with a 31% increase, according to comScore, followed by books and magazines at 18% and video games, consoles, and accessories (17%). The biggest loser is music, movies, and videos, down 24%, followed by office supplies (-19%) and jewelry and watches (-17%).