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Friday
- September 22, 2000
Back to School Activity Boosts Online Spending
The National Retail Federation (NRF) and Forrester Research,
Inc., in conjunction with Greenfield Online, Inc., today
announced the results of the latest NRF/Forrester Online
Retail Index. According to the eighth survey in this monthly
series, total spending of online sales increased from $4
billion in July to $4.2 billion in August. Fifteen million
households shopped online in August, spending an average
of $280 per person.
"Apparel and footwear were among two of
the largest-growing small-item categories in August, which
we attribute to school starting up again," said David
M. Cooperstein, research director at Forrester. "On
the other hand, online sales of sporting goods, tools and
hardware, and garden supplies all decreased from July to
August -- summer is clearly over."
Spending on apparel and footwear rose collectively
from $215 million in July to $249 million in August -- a
16% increase. Music was the low-priced, small-ticket category
that experienced the greatest growth -- a 14% increase from
July to August. Spending on linens/home décor also experienced
a significant increase of 19% from July to August.
Online sales increased in six out of nine big-ticket
categories. Computer hardware led the way, experiencing a
14% increase -- from $377 million in July to $431 million
in August. Appliances experienced the biggest dip, with sales
dropping from $50 million in July to $19 million in August.
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