Online Shoppers Spent $816 Million on Black Friday, comScore Says

Paul Lilly

In this day and age of the Internet, it seems increasingly silly and obsolete to awake at an ungodly hour, stumble out of bed, drive across town in the cold, camp out in a long line, and then make a mad dash to the electronics section hoping you don't get trampled to death in the process, all in the name of Black Friday. Some of the best deals are only found in brick-and-mortar stores, that's true, but online shoppers are proving to be more than just a group of also-rans.

According to market research firm comScore , online shoppers spent $12.7 billion during the first 25 days of the November-December 2011 holiday shopping season. Twelve point seven billion dollars , in case the numbers didn't resonate. Some $816 million of the that came during Black Friday, a whopping 26 percent increase over Black Friday 2010. Even on Thanksgiving day, which comScore says is traditionally a lighter day for online holiday spending, shoppers spent $479 million, or 18 percent more than last year.

"Despite some analysts’ predictions that the flurry of brick-and-mortar retailers opening their doors early for Black Friday would pull dollars from online retail, we still saw a banner day for e-commerce with more than $800 million in spending," said comScore chairman, Gian Fulgoni. "With brick-and-mortar retail also reporting strong gains on Black Friday, it’s clear that the heavy promotional activity had a positive impact on both channels. We now turn our attention to Cyber Monday, a day that says will see eight-in-ten retailers running special online promotions. Last year, Cyber Monday was the heaviest day of online spending ever, with sales exceeding $1 billion, and we fully expect to see another record set this year."

Out of the 50 million Americans who shopped online, the majority spent money at Amazon (No. 1), followed by Walmart (No. 2), Best Buy (No. 3), Target (No. 4), and Apple (No. 5).

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