eCommerce Represents a Fifth of All Sales Volume for Holidays, Up
from 18% in 2014
Analysis of More than 1.3 Million Merchant Locations
Reveals Growth of 3.3% for Full Holiday Season
Drop in Average Ticket Sizes Offsets Rise in Total Number of
NEW YORK–(BUSINESS WIRE)–While many consumers still found themselves waiting in long lines this
holiday season, a new report released today by First
Data (NYSE: FDC) found that many tackled their gift lists from home
this year. First Data’s Holiday 2015 SpendTrend Report revealed that
more than a fifth (20.2%) of all holiday shopping is now occurring
online, a segment that has seen steady growth in recent years. Using
insights gleaned from transaction data from 1.3 million U.S. merchant
locations, First Data also found that retail sales are up 3.3% for the
full holiday season. The sales growth was a marginal increase over
2014’s year-over-year growth of 3.2%.
“The marginal increase from 3.2% to 3.3% could be attributed to a fall
in average ticket sizes – a decline of 0.2% year-over-year that occurred
during most of the holiday season,” said Krish Mantripragada, Senior
Vice President, Information & Analytics Solutions, First Data. “On
average shoppers were spending $74.68 on each purchase. The frequency of
transactions, however, may have offset the lower ticket prices which
resulted in overall healthy growth for the full season.”
Online, shoppers were inclined to spend more than at the register with
purchases averaging $125.72 per transaction compared to $69.64 at brick
and mortar locations.
In terms of when shoppers were spending, Thanksgiving and Cyber Monday
weekend dominated the holiday season showing the highest year-over-year
growth of 6.3% for the entire holiday period. The last two weeks of
December, however, also showed higher concentration of sales.
Categories that fared well this season included building materials &
garden equipment, which saw a healthy 11.9% growth rate and general
merchandise retailers experience a 5% overall increase in sales.
Electronics & appliances, however, declined 2.2%, as did clothing &
accessories stories which dropped 0.9%.
Regionally, the western region of the United States showed the strongest
brick & mortar sales growth for the full season. Though they experienced
low growth rates by midseason, New England, the mid-Atlantic and the
southwest rebounded with higher growth rates by the end of the season.
All data referenced in the report is First Data proprietary transaction
data and includes only actual card-based forms of payment. More than 1.3
million merchant locations across the United States were used for the
analysis, which represent the number of stores open for business between
October 31, 2015 through January 4, 2016 that have been serviced by
First Data for at least 13 months. These locations include everything
from mom-and-pop shops to large retailers, both brick-and-mortar and
About First Data
First Data is a global leader in commerce-enabling technology and
solutions, serving approximately six million business locations and
4,000 financial institutions in 118 countries around the world. The
company’s 23,000 owner-associates are dedicated to helping companies,
from start-ups to the world’s largest corporations, conduct commerce
every day by securing and processing more than 2,300 transactions per
second and $1.9 trillion per year.