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Online Holiday Shopping Preview
Online holiday season sales will reach $30.0 billion (excluding travel) in 2009, up 5.4% over 2008. Although this is tepid growth compared with the double-digit rates seen for most of this decade, it is a strong improvement over last year’s 5.7% decline and signals a brighter outlook.
To ensure they get their share of sales, Web retailers have been refocusing on the basics behind a good shopping experience by improving Website usability, enriching product information and communicating better with customers. They are also resorting to proven marketing tactics such as paid search and e-mail promotions to drive traffic to their sites. Retailers are challenged to balance these efforts against the pressures of controlling costs and matching competitors’ aggressive price promotions. 
Key questions this reports answers: - What is the outlook for online holiday sales this year?
- How has the recession changed online shopping behavior?
- How are online retailers preparing for the challenges they face this holiday season?
Online holiday season sales will reach $30.0 billion (excluding travel) in 2009, up 5.4% over 2008. Although this is tepid growth compared with the double-digit rates seen for most of this decade, it is a strong improvement over last year’s 5.7% decline and signals a brighter outlook.
Executive Summary
 US Retail E-Commerce Holiday Season Sales, 2004-2009 (billions and % change)
Key Questions
The eMarketer View
Key eMarketer Numbers—Online Holiday Shopping Preview
Holiday Shopping Outlook
Comparative Estimates: US Holiday Season Retail Sales Growth, 2009 (% change vs. prior year)
National Retail Federation
Deloitte
International Council of Shopping Centers
Archstone Consulting
Online Holiday Sales Forecast
US Retail E-Commerce Holiday Season Sales, 2004-2009 (billions and % change)
US Q4 Retail E-Commerce Sales, 2004-2009 (billions and % change)
US Retail E-Commerce Sales, Q4 2008-Q4 2009 (billions and % change*)
Online Consumers
Consumer Buying Intentions
Change in Planned Holiday Spending Among US Internet Users This Year vs. Last, by Gender, September 2009 (% of respondents)
Change in Planned Holiday Spending by US Internet Users This Year vs. Last, 2008 & 2009 (% of respondents)
Reasons that US Online Buyers Plan to Spend Less This Holiday Season, September-October 2009 (% of respondents)
Online Buyers
US Adult Internet Users Who Plan to Make an Online Purchase During the Holiday Season, 2007-2009 (% of respondents)
Reasons for Planning to Spend More Online This Holiday Season According to US Online Buyers, September-October 2009 (% of respondents)
Demographic Profile of US Consumers, by Planned Percent of Holiday Shopping They Will Do Online, September-October 2009 (% of respondents)
Online Shopping Concerns Among US Internet Users, by Gender, September 2009 (% of respondents)
Online Shopping Behavior
Ways that the Economy Will Affect Holiday Spending Plans of US Consumers*, September-October 2009 (% of respondents)
Techniques to Save Money While Holiday Shopping According to US Online Buyers, September-October 2009 (% of respondents)
Timeframe When US Online Buyers Began or Will Begin Shopping for the Holiday Season, September-October 2009 (% of respondents)
Sources Used by US Online Buyers* to Find Good Deals When Shopping Online, August-September 2009 (% of respondents)
Coupon Website Usage Among US Internet Users, 2008 & 2009 (% of respondents)
Coupon Usage Among US Internet Users, by Income, June 2009 (% of respondents)
Importance* of Select Website Features When Choosing to Make Holiday Purchases from an Online Retailer According to US Online Buyers, September-October 2009 (% of respondents*)
Online Retailers
Outlook
Expected Holiday Season* Sales Revenues According to Retailers in North America, June 2009 (% of respondents)
Expected Change in Sales According to US Retailers This Holiday Season, September 2009 (% of respondents)
Biggest Challenges Anticipated This Holiday Season* According to Retailers in North America, June 2009 (% of respondents)
Priorities and Strategies
Q: What are online retailers’ top priorities for this holiday season?
Strategic Goals to Ensure a Successful 2009 Holiday Season* According to Retailers in North America , June 2009 (% of respondents)
Change* in Use of Select Marketing Tactics This Holiday Season According to US Online Retailers, September-October 2009 (% of respondents)
Products and Promotions
Products that US Online Buyers Are Likely* to Purchase Online This Holiday Season, September-October 2009 (% of respondents)
Timeframe When US Retailers Plan to Run the Most Store Promotions During This Holiday Season, September 2009 (% of respondents)
Leading Promotions that US Online Retailers Plan to Emphasize the Most During the Holiday, September-October 2009 (% of respondents)
Conclusions
Endnotes
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US Retail E-Commerce Holiday Season Sales, 2004-2009 (billions and % change)
Key eMarketer Numbers—Online Holiday Shopping Preview
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Comparative Estimates: US Holiday Season Retail Sales Growth, 2009 (% change vs. prior year)
Related Information and Links
Related Links
Contact
Report Contributors
Online holiday season sales will reach $30.0 billion (excluding travel) in 2009, up 5.4% over 2008. Although this is tepid growth compared with the double-digit rates seen for most of this decade, it is a strong improvement over last year’s 5.7% decline and signals a brighter outlook.
Archstone Consulting
BIGresearch
Burst Media
Deloitte
eMarketer
Harris Interactive
Hay Group
International Council of Shopping Centers
Mintel International Group, Ltd.
National Retail Federation (NRF)
PriceGrabber.com
RetailMeNot.com
RIS
Shop.org
The Nielsen Company
The NPD Group
US Census Bureau
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Price: $695.00
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Price: $695.00
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