Cyber Monday Spending Hits $1.25 Billion

comScore (NASDAQ : SCOR), a leader in measuring the digital world, today reported holiday season U.S. retail e-commerce spending for the first 28 days of the November – December 2011 holiday season. For the holiday season-to-date, $15 billion has been spent online, marking a 15-percent increase versus the corresponding days last year. Cyber Monday reached $1.25 billion in online spending, up 22 percent versus year ago, representing the heaviest online spending day in history and the second day on record to surpass the billion-dollar threshold.

2011 Holiday Season To Date vs. Corresponding Days* in 2010
Non-Travel (Retail) Spending
Excludes Auctions and Large Corporate Purchases
Total U.S. – Home & Work Locations
Source: comScore, Inc.
Millions ($)
2010 2011 Percent Change
November 1 – 28 $13,008 $15,020 15%
Thanksgiving Day (Nov. 24) $407 $479 18%
Black Friday (Nov. 25) $648 $816 26%
Weekend (Nov. 26-27) $886 $1,031 16%
Cyber Monday (Nov. 28) $1,028 $1,251 22%

*Corresponding days based on corresponding shopping days (November 2 thru November 29, 2010)


Cyber Monday Sales Growth Driven by both Buyers and Spending per Buyer


Breakdown of Cyber Monday Spending Growth
Cyber Monday 2011 vs. Cyber Monday 2010
Total U.S. – Home & Work Locations
Source: comScore, Inc.
Cyber Monday 2010 Cyber Monday 2011 Percent Change
Dollar Sales ($ Millions) $1,028 $1,251 22%
Buyers (Millions) 9.0 10.0 11%
Dollars per Buyer $114.24 $124.82 9%
Dollars per Transaction $60.05 $66.97 12%
Transactions (Millions) 17.1 18.7 9%
Transactions per Buyer 1.90 1.86 -2%

Shopping at Work Accounts for 50 Percent of Cyber Monday Spending


Breakdown of Cyber Monday Spending Growth by Location
Cyber Monday 2011 vs. Cyber Monday 2010
Total U.S. – Home & Work Locations
Source: comScore, Inc.
Cyber Monday 2010 Cyber Monday 2011 Point Change
Home (incl. University) 45.0% 43.2% -1.8
Work 49.2% 50.2% +1.0
International 5.8% 6.6% +0.8
Total 100.0% 100.0% N/A


Weekly Online Holiday Retail Sales


You might also be interested in ,  2011 Black Friday Sales Up 24.3%

2011 Black Friday Sales Up 24.3%

A study released by IBM Coremetrics reports that Black Friday Sales were up 24.3% compared to 2010.

Other highlights of this study are

  • Consumer Spending Increases: Black Friday online sales increasing 24.3 percent annually.
  • The Mobile Bargain Hunter: Mobile traffic increased to 14.3 percent on Black Friday 2011 compared to 5.6 percent in 2010.
  • Mobile Sales: Sales on mobile devices surged to 9.8 percent from 3.2 percent year over year.
  • The Apple Shopper: Mobile shopping was led by Apple, with the iPhone and iPad ranking one and two for consumers shopping on mobile devices (5.4 percent and 4.8 percent respectively). Android came in third at 4.1 percent. Collectively iPhone and iPad accounted for 10.2 percent of all online retail traffic on Black Friday. iPad conversion rates reaching 4.6 percent compared to 2.8 percent for overall mobile devices.
  • Mobile Bounce Rate: Mobile shoppers demonstrated a laser focus that surpassed that of other online shoppers with a 41.3 percent bounce rate on mobile devices versus online shopping rates of 33.1 percent.
  • The Social Influence: Shoppers referred from Social Networks generated 0.53 percent of all online sales on Black Friday. Facebook led the pack, accounting for 75 percent of all traffic from social networks.
  • Social Media Chatter: Boosted by a 110 percent increase in discussion volume compared to 2010, top discussion topics on social media sites immediately before Friday showed a focus on the part of consumers to share tips on how to avoid the rush. Topics included out-of-stock concerns, waiting times and parking, and a spike in positive sentiment around Cyber-Monday sales.

Online Retail Categories:

  • Department stores: Department stores sales were up 59.0 percent from this time last year.
  • Home Goods reported a 48.8 percent increase in sales from Black Friday 2010, an indication that many consumers are shifting their attention toward the home this holiday season.
  • Apparel : Black Friday numbers showing an increase of 47.2 percent over 2010.
  • Health and Beauty: Online sales were up 34.2 percent year over year.

Download the Full Benchmark Black Friday 2011 Report


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Referring Domains Demystified – Part II

In part I discussed how the referring domain and pages are reported by a web analytics tool. In this part I will discuss why your own domain shows up as the referring domain.

There are following three main reasons why your own domain name shows up as the referring domain.

1. If a user waits for 30 min (or whatever your session time out is) before clicking on the next link on your site.

It is a standard practice to use 30 min session time out. This means that if a visitor waits more than 30 mins to click on a link on the website, the click constitutes a new visit.

As in my last post, let’s take an example of visits for one visitor. For this example I am only showing 5 fields (s-ip, data, time, URI stem, cs(referrer) )

Below is the data for a visitor:

The visit started with a referral from The referring domain in your web analytics tool will be

Let’s assume, this visitor goes on a lunch break leaving the site open in her browser. Come back after an hour and clicks on the home page links, here is how the log file will look like as

This constitutes a second visit (I am assuming a 30 min session time out). The referring page will be and the referring domain will be for this second visit.

If you are a content site that has long articles or have downloads that takes more than 30 mins to complete, chances are you will see your own domain as the number one referring domain.

2. If you intentionally or un-intentionally exclude one or more of your pages from analysis either by not including javascript tracking (tag-based solutions) or specific exclusions that does not allow that page request to be tracked(this applies to both log file-based and tag based solutions)

Let’s assume, the home page of is not tagged with the web analytics JavaScript code or for some reason is omitted from the analysis (hard exclude either intentionally or unintentionally).

Taking the same example as above, the log file will look like the following

Note that the first log line

is no longer there. The log file won’t even contain as the referrer because the visit did not begin at (since it was not tagged or was excluded). In fact, according to the analytics tool, the visit began at /seattle/bollywood.asp and was referred by the non-tagged (or excluded) page, the home page of In this case /seattle/default.asp, the page which is not tagged will show up as the referrer and the referring domain will be the domain itself

Note: I have seen a lot of unintentional excludes that affect the reporting. It is highly recommended to use a third party accuracy audit to make sure your reports are configured properly. Contact me if you need more details or help with this. We do this all the time.

3. If you have sub domains that have their own reporting profiles or suites (or whatever you call them) they could cause your own site to show up as referring domain.

Let’s take an example of which has several city-specific subdomains e.g., etc. Any reporting that excludes home page will show a lot of referrers from its own domain i.e.

Here is the log file of a user who searches seattleIndian on Google and then clicks on the link to seattle support page ( from home page.

Say you want to create a profile for Seattle area only i.e. exclude everything else and only report on traffic to domain. If you only include traffic from (or s-ip of in the example above) in your reports then the referring domain will be, i.e. your own domain.

I hope this was helpful. This concludes my two part series on Referring domains and pages. As always send me your comments and questions.