DMA Report: Internet Sales Drive Holiday DM Volume

Share this content:
Aggregate holiday catalog and Internet sales are running ahead of 2004 by 12.9 percent, and Internet sales alone are up 17.8 percent, according to a Direct Marketing Association report released yesterday.

The DMA's December 5th 2005 Holiday Shopping Report is based on an online survey of DMA member and non-member companies from Dec. 1 to 5 in which companies were asked to report on their holiday sales.

Marketers report that holiday sales are doing well, "mostly thanks to Internet sales running well ahead of those for 2004," Anne B. Frankel, the DMA's Strategic Information Unit research manager, said in a statement. The 17.8 percent gain in sales is better than what respondents reported through the beginning of November (14.5 percent) and ahead of what they forecast in September (6.8 percent).

Respondents also indicated that their average Internet holiday sales increased 23.6 percent. Nearly nine of 10 respondents said their Internet sales are up over last year while only 2.3 percent reported a drop.

Respondents' average sales via catalog and Internet combined are 7.5 percent higher than they were in the same period last year, according to the report.

Aggregate catalog sales are up 0.2 percent from last year while average catalog sales decreased 1.7 percent. Catalog sales increased for 37.2 percent of respondents while equal numbers reported that their holiday catalog sales decreased.

Chantal Todé covers catalog and retail news and BTB marketing for DM News and DM To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting

Next Article in Multichannel Marketing

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above