E-commerce sales on Black Friday topped $1 billion in the U.S. for the first time this year, comScore reported, as online sales continue to grow to an ever-larger portion of retail shopping.
Total e-commerce spending was $1.042 billion this year, as some consumers avoided the mad crowds and lines at the malls, making Black Friday the biggest day so far in 2012 and an increase of 26% from last year’s Black Friday. About 57.3 million Americans visited e-commerce sites, up 18 year-over-year.
About $13.7 billion has been spent so far online during this holiday season (comScore defines as the first 23 days to Black Friday), up 16% from the same period last year. On Thanksgiving Day itself, which saw more openings in brick and mortar stores, e-commerce was up 32% from last year but still relatively small compared to Black Friday, at $633 million.
The top five most-visited online retailers on Black Friday, in order, were Amazon, Walmart, Best Buy, Target and Apple, comScore says (auction sites such as eBay were excluded from the list).
The fastest growing category of sales this holiday season is digital content and subscriptions, which is up 29% year-over-year. That category includes digital books, audio and video content, which have been driven by the massive growth of mobile and tablet devices. The other fast growing categories are toys up 27%, consuemr packaged goods up 23%, video games up 18% and consumer electronics up 18%.
The largest category in terms of online sales on Black Friday was apparel and accessories, with more than a quarter of all sales. The second largest category was computer hardware, which was number one lsat year.
Official post: Forbes.com