In a pandemic-fueled year, digital sales for November-December rose at more than triple the year-over-year rate for the 2019 season. More than $1 in $4 spent on retail purchases for the period came from online orders—an astounding jump in digital penetration.
It was a peak on top of a peak. For retailers, the stakes were high this holiday season as they faced unprecedented ecommerce demand from consumers who were anxious about visiting stores for their gift buying in a raging pandemic, while also grappling with low inventory levels and overburdened shipping carriers. But expectations largely were met. And the November-December period further extended massive gains made in digital retail throughout 2020.
U.S. shoppers spent $201.32 billion online during the season, up an enormous 45.2% from $138.65 billion in 2019, Digital Commerce 360 estimates.
That’s more than triple the year-over-year growth rate during the holidays for the year prior, when web sales grew at a rather sluggish 13.6%.