We keep hearing about how huge online shopping has been in the U.S. this year. Earlier, we looked at a report from comScore indicating that online holiday spending is up to $35.billion in the U.S. for this holiday season (up to 12/25), 15% higher than the same period last year.
Apparently alcohol has played some role.
According to the Kenshoo U.S. retail index, U.S. retailers saw total clicks and online revenue generated by search advertising increase 24% year-over-year.
“These findings focus on the week before Christmas, a critical period for last minute shopping, as well as updated information for the entire holiday season to date,” a representative for Kenshoo tells WebProNews. “The dataset examined by Kenshoo represents more than 25 billion total search advertising impressions, nearly 300 million clicks and over 7 million online sales transactions.”
Online retail search advertising spend increased 39% year-over-year, according to Kenshoo’s findings.
For the holiday season to date, online retail revenue driven by search advertising increased 22% year-over-year. Online retail search advertising spend increased 30% year-over-year and online retail search advertising click-through-rate increased 28%.
"The pace of online shopping in the U.S. continued to surge all the way through Christmas this year,” said Kenshoo CMO Aaron Goldman. "By and large, retailers anticipated the demand and increased paid search budgets while consumers responded in kind with their clicks and their cash.”
Clearly digital is making a huge impact on multiple sides of the commerce cycle through the holidays. The comScore report found that purchases of digital content (music, movies, TV shows, apps, ebooks) was up significantly on Christmas Day, compared to years past.