Online holiday-season sales will reach $30 billion (excluding travel) in 2009, up 5.4% over 2008. Although this is tepid growth compared with the double-digit rates seen for most of this decade, it is a strong improvement over last year's 5.7% decline and signals a brighter outlook. Many consumers began shopping in October to cash in on early promotions and ensure they could find popular items that may sell out this year. Affluent and middle-income shoppers alike will turn to the Internet to find unique gifts, narrow down choices and compare prices prior to online or in-store purchase.
To find out more about digital marketing and eMarketer's report "Online Holiday Shopping Preview," click here.