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Postmortem: US Online Holiday Season, 2010

Wallet Share Shifts Online As Shoppers Embrace Retailers' Multichannel, Promotional Approaches

March 3, 2011

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  • By Patti Freeman Evans
  • with Sucharita Kodali,
  • Benjamin Zeidler,
  • Douglas Roberge

Why Read This Report

The 2010 online retail season represented a continuation of the midrecession progress that was made in 2009, with sales growing at or above Forrester's projected 16%. Black Friday and Cyber Monday were of particular note, scoring double-digit year-over-year traffic growth (13% and 16%, respectively), significantly higher than 2010 total market retail sales growth. As last year's postmortem predicted, an increasingly multichannel world and new promotional opportunities paved the way for these encouraging results. Going forward, retailers should aim to harness the increasing complexity in the way in which shoppers search for, compare, and ultimately purchase products online.

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