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Online Holiday Shopping 2008 Preview
eMarketer estimates that online holiday season sales will reach $32 billion in 2008, up 10% over 2007. Although a decline from growth rates seen over the past few years, it is better than the nearly flat growth rate that analysts expect for the overall retail industry this holiday season.
The Online Holiday Shopping 2008 Preview report analyzes the impact of the economic downturn on the most important sales period for many Internet retailers.
In a season of economic bad news, online retailers have reason to be guardedly optimistic.
More than ever, in order to save money on holiday gifts, consumers will turn to the Internet to get gift ideas, find bargains and locate retailers that stock desired products. Shoppers will shift a larger share of their purchases from stores to the Internet to save gas money and avail themselves of retailers' free shipping offers.
E-commerce sites that help consumers find good deals—or cater to less-price-sensitive customers—will be this year's holiday winners.
Key questions "Online Holiday Shopping 2008 Preview" report answers:
- What is the outlook for online holiday sales this year compared with recent years?
- How is the economic crisis likely to affect online shopping behavior this holiday season?
- How are online retailers preparing for the challenges they face this holiday season?
- Which retail Websites stand to benefit from the economic crisis?
- And many others…
eMarketer Reports—On Target and Up to Date
The Online Holiday Shopping 2008 Preview report aggregates the latest data from marketing and communications researchers with eMarketer analysis to provide the information you need to make smart, timely business decisions.
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eMarketer estimates that online holiday season sales will reach $32 billion in 2008, up 10% over 2007. Although a decline from growth rates seen over the past few years, it is better than the nearly flat growth rate that analysts expect for the overall retail industry this holiday season.
Executive Summary
 US Retail E-Commerce Holiday Season Sales, 2003-2008 (billions and % change)
Key Questions
The eMarketer View
Key eMarketer Numbers—Online Holiday Shopping 2008 Preview
Holiday Shopping Outlook
US Holiday Season* Retail Sales Growth, 1998-2008 (% change)
Comparative Estimates: US Holiday Season Retail Sales Growth, 2008 (% change*)
E-Commerce Outlook
Attitudes of US Online Retailers Toward Retailing and the Economy, 2008 (% of respondents)
Online Holiday Sales Forecast
November and December Online Sales
US Retail E-Commerce Holiday Season Sales, 2003-2008 (billions and % change)
Percent of Annual US Retail E-Commerce Sales Attributed to the Holiday Shopping Season, 2003-2008
Fourth Quarter Online Sales
US Retail E-Commerce Sales, Q4 2003-Q4 2008 (billions and % change)
Comparative Estimates: US Q4 Retail E-Commerce Sales, 2008 (billions and % change)
US Retail E-Commerce Sales, Q1-Q4 2008 (billions and % of total)
Online Shopping Behavior and Attitudes
Online Buying Intentions
US Adult Internet Users Who Plan to Make an Online Purchase During the Holiday Season, 2007 & 2008 (% of respondents)
Channel Share of Holiday Season Spending Among US Internet Users, 2006 & 2007 (% of total)
Leading Channels Used for Holiday Shopping According to US Internet Users, 2007 & 2008 (% of spending)
Leading Reasons that US Internet Users Do Their Holiday Shopping Online, 2008 (% of respondents)
Change in Shopping and Driving Behavior of US Consumers due to Higher Gasoline Prices, 2006-2008 (% of respondents)
Change* in Planned Holiday Spending by US Adult Internet Users, September 2008 (% of respondents)
Planned Change in Online Purchases of Discretionary* Goods by US Adult Internet Users in Next vs. Past Year, March & June 2008 (% of respondents)
US Consumers Who Are Decreasing Spending, by Household Income, April & July 2008 (% of respondents)
US Online Holiday Shoppers' Gift Buying Plans This Year vs. Last Year, by Income, July 2008 (% of respondents)
Demographic Profile of US Online Buyers, Q4 2007 (% of respondents in each group)
Consumer Strategies for Spending Less
Shopping Strategies of US Consumers Who Are Decreasing Shopping Expenses, July 2008 (% of respondents)
Shopping Strategies of US Internet Users Who Plan on Spending Less this Holiday Season, September 2008 (% of respondents)
When US Holiday Shoppers Began Shopping for the 2007 Holiday Season (% of respondents)
Sources Used by US Online Shoppers to Find Good Deals, September 2008 (% of respondents)
Planned Change in Online Comparison Shopping by US Adult Internet Users in Next vs. Past Year, March & June 2008 (% of respondents)
Leading Retail Website Promotions Used by US Online Buyers this Holiday Season, 2007 (% of respondents)
Reasons that US Online Shoppers Abandoned* Shopping Carts at B2C E-Commerce Sites, March-April 2008 (% of respondents)
Online Promotions that US Online Retailers Have Offered or Added for the Holiday Season this Year, 2007 (% of respondents)
Top 10 Website Categories Among US Internet Users, Ranked by Growth in Unique Visitors, October & November 2007 (thousands and % change)
Leading Occasions for Gift Card Packaging Purchases According to US Adults, January 2008 (% of respondents)
Average US Holiday Season Spending on Gift Cards, by Age and Gender, 2008
Opportunities and Challenges for Online Retailers
Leading US Retailers that Have Had or Plan to Have Significant Staff Reduction During 2008 (% of respondents)
Marketing Programs and Site Technologies that US Online Retailers Are Inclined to Eliminate or Decrease due to the Current Economic Climate, August 2008 (% of respondents)
US Online Retail Sales, by Marketing Channel, 2007 (% of total)
US Online Advertising Revenues, by Format, First half 2007 & First half 2008 (millions and % change)
Top 10 Holiday Season Online Retail Categories Among US Internet Users, Ranked by Online Sales Growth, Nov 1-Dec 31, 2006 vs. Nov 1-Dec 31, 2007 (% change*)
Top 10 Online Retail Websites* Among US Internet Users, Ranked by Market Share of Visits, December 2007
Conclusion
Endnotes
098836 | 098835 | 098837 | 098839 | 098840
US Retail E-Commerce Holiday Season Sales, 2003-2008 (billions and % change)
Key eMarketer Numbers—Online Holiday Shopping 2008 Preview
Percent of Annual US Retail E-Commerce Sales Attributed to the Holiday Shopping Season, 2003-2008
US Retail E-Commerce Sales, Q4 2003-Q4 2008 (billions and % change)
US Retail E-Commerce Sales, Q1-Q4 2008 (billions and % of total)
098880
Comparative Estimates: US Holiday Season Retail Sales Growth, 2008 (% change*)
098913
Comparative Estimates: US Q4 Retail E-Commerce Sales, 2008 (billions and % change)
Related Information and Links
Related Links
Contact
Report Contributors
eMarketer estimates that online holiday season sales will reach $32 billion in 2008, up 10% over 2007. Although a decline from growth rates seen over the past few years, it is better than the nearly flat growth rate that analysts expect for the overall retail industry this holiday season.
Archstone Consulting
BDO Seidman LLP
BizRate.com
Burst Media
ChannelAdvisor
comScore Inc.
comScore Media Metrix
Deloitte Research
eMarketer
Experian Hitwise
Forrester Research
GfK MRI
Harris Interactive
Interactive Advertising Bureau (IAB)
JupiterResearch
National Retail Federation (NRF)
Nielsen Online
PayPal
Piper Jaffray & Co.
PricewaterhouseCoopers (PwC)
RetailMeNot.com
Shop.org
ShopperTrak
Shopzilla, Inc
SLI Systems
The Conference Board
the e-tailing group
The Marketing Workshop, Inc.
TNS
TNS Retail Forward
US Department of Commerce
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