DECEMBER 30, 2010, 11:33 A.M. ET.

Holiday Online Sales Increased 13%


By ANDRIA CHENG
Online holiday sales in the 56 days through Dec. 26 rose 13% to $30.81 billion, according to Internet-tracking firm comScore.

The holiday tally—which will continue through Dec. 31—so far is running higher than comScore's initial forecast of an 11% increase. The 13% pace so far this season marks the biggest online holiday-sales growth rate since 2007, when it grew 19% ComScore's initial 2010 holiday season forecast saw total online sales of $32.4 billion for the November-December period. In 2009, the two-month period saw a 4% increase.

Sales momentum online has continued. In the week ended Dec. 26, sales jumped 17% to $2.45 billion, comScore data showed.

"Online holiday spending has remained strong through Christmas and we've already seen the season totals easily surpass the levels of the past few years to set a new record for spending at almost $31 billion," said comScore Chairman Gian Fulgoni. "For at least this holiday season, the American consumer has been able to shrug off the continuing economic challenges of high unemployment rates and depressed housing prices and spend at a rate that has been slightly stronger than we had expected."

By categories, computer hardware, including e-readers and Apple Inc.'s iPads and notebook computers, led the growth with a 23% increase, comScore said.

Consumer-electronics sales rose 21%. Jewelry and watches demand gained 11% while apparel and accessories sales rose 8%.

Write to Andria Cheng at andria.cheng@dowjones.com
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