Not All States Were Equal in the 2013 Holiday Season

The 2013 holiday season was strong, with 12% year over year growth in US e-commerce revenue, according to The Custora Pulse. This growth wasn't uniform across the country - some states grew much faster, whereas others grew more slowly or even declined compared to 2012.

2013 US holiday sales revenue growth by state
Green is higher growth than the overall average, red is lower growth.

Growth Leaders - Southern and Mid-West States

Which states grew the most during the 2013 holiday season?


State

Site Visits
Growth vs 2012

Orders
Growth vs 2012

Revenue
Growth vs 2012

Alabama

36%

16%

12%

Kansas

55%

21%

18%

Mississippi

62%

16%

14%

Missouri

39%

19%

15%

Nebraska

34%

19%

16%

Oklahoma

61%

22%

20%

Tennessee

44%

18%

14%

Virginia

38%

18%

16%

Average growth

15%

12%

12%


These are states that each accounted for at least 0.5% of national revenue and experienced growth in site visits, orders, and revenue that exceeded the national average by at least 33%. Data refers to the period of Nov-1 through Dec-30

Together, these states now account for just under 11% of total US e-commerce sales, up from 9% of total e-commerce revenue from 2012.

Mature Markets - Growth Laggards


State

Site Visits
Growth vs 2012

Orders
Growth vs 2012

Revenue
Growth vs 2012

California

14%

7%

6%

Michigan

13%

3%

1%

New York

12%

2%

-2%

Average growth

15%

12%

12%

These are states that each accounted for at least 0.5% of national revenue and experienced growth in two of three measures of site visits, orders, and revenue that was below the national average by at least 33%. Data refers to the period of Nov-1 through Dec-30

 New York and California together accounted for almost 22% of total e-commerce revenue during the 2013 holiday season, down from 25% in 2012. California experienced some revenue growth, while New York actually experienced a slight decline.

What does it mean?

It seems likely that these trends will continue into 2014, as the more mature markets of New York and California have reached a scale where their growth will not be able to match national averages. Look for states in the middle of the country, many rural and non-coastal, to continue to drive e-commerce growth rates upward. Some of their growth may be explained by increased investment of retailers in distribution and warehouses in these areas. Texas is also one to watch for in 2014 as it is currently third behind NY and CA in online revenue, but its growth kept pace with the national average in 2013. We also hope for a swift rebound for Michigan from a tough holiday season.

This information is interesting in and of itself, and e-commerce marketers should consider the implications when deciding on marketing budgets. It can be easy to overlook the importance of geography when conversations in marketing departments often focus on acquisition channels or mobile device usage. Use this state-by-state comparison as a reminder.

Interested in more?

Sign up to the Pulse here to receive updates on e-commerce stats, holiday trends and seasonal reports. The Pulse also enables online retailers to easily benchmark themselves against US e-commerce industry performance along key performance metrics.

About Custora and how we can help
Custora provides a customer-centric marketing platform that helps e-commerce teams make customer acquisition and retention programs more profitable. Custora’s software uses advanced statistical models to identify distinct customer segments and predict how customers will behave in the future. This enables e-commerce companies to deliver more relevant and effective communications that promote long-term customer relationships.

Custora is proud to work with some of the world’s leading e-commerce retailers, including LivingSocial, Etsy, Fab, Bonobos, Revolve Clothing, and One Kings Lane.
If you’re interested in learning more about Custora, you can request a demo here.

More about the Custora Pulse Methodology

The Custora Pulse tracks key US e-commerce statistics and allows any retailer to benchmark their data in real time throughout the holiday season. The Pulse is based on Custora’s analysis of over 70 million online shoppers and over $10 billion in e-commerce revenue across over 100 US-based online retailers. The Pulse also leverages external data points, such as the US Department of Commerce e-commerce growth figures, to extrapolate growth trends within the Custora data universe to arrive at predictions for US industry at large.

 

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