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Source & Notes
Data Table
Source: Insider Intelligence | eMarketerDecember 2023 
Note: excludes travel and event tickets, payments such as bill pay, taxes, or money transfers, restaurant sales, food services and drinking place sales, gambling and other vice goods sales
Additional Note: Alcohol off-premises includes alcoholic beverages (e.g., beer, wine, spirits) purchased at retail stores (e.g., supermarkets, liquor stores, convenience stores, general merchandise stores) for off-premise consumption; it excludes alcohol purchases made on-premises (i.e., at restaurants, bars, etc.) and non-alcoholic beverage purchases. Apparel and accessories includes clothing, footwear, and accessories. Auto and parts includes vehicles and aftermarket products such as auto accessories, replacement parts, auto equipment, and tools. Computer and consumer electronics includes large appliances. Computer includes desk-based PCs, notebook PCs, ultramobile premiums (e.g., Microsoft Surface), and Chromebooks; it excludes iPads. Software, accessories, and attachments are included. Consumer electronics includes home theaters, audio equipment, headphones, smart home devices, wearables, tablets, and mobile phones; it excludes video gaming consoles and handheld video gaming devices. Cosmetics and beauty includes products such as cosmetics, haircare, fragrance, skincare, and salon styling tools; it excludes hand soaps, sanitizers, and other consumer packaged goods-type toiletries. Food and beverage includes packaged foods, fresh foods, and beverages. Fragrance includes personal fragrance but excludes home fragrance and car fragrance. Furniture and home furnishings includes furniture, housewares, and small appliances; it excludes home improvement and tools. Health, personal care, and beauty includes over-the-counter products such as medicines, vitamins, and supplements, personal care or hygiene products, beauty products, and other household products like toiletries, baby products, and pet products. Home improvement includes building materials, flooring, paint, hardware, fixtures, and lighting; it excludes items related to home decor (e.g., furniture, area rugs, drapery) and lawn and gardening supplies. Large appliances includes refrigerators, ranges, dishwashers, vacuum cleaners, air conditioners, etc.; parts and accessories are included. It excludes small appliances, such as coffee makers, blenders, and food processors. Pet product includes pet food and supplies; it excludes pet medicine. Sporting goods includes team sporting equipment, guns, ammunition, camping gear, home fitness equipment, bicycles, e-bikes, scooters, and specialty sports apparel and footwear (e.g., fencing jackets, bowling shoes, cleats); it excludes generic athletic apparel, other athletic footwear, uniforms, and large motorized recreational vehicles (e.g., all-terrain vehicles, golf carts). Toy and hobby includes sporting goods. The “other” product category includes home improvement and tools, garden equipment, building materials, auto fuel, and other items such as flowers, cards, photos, luggage, and cigarettes.
Methodology: Estimates are based on the analysis of data from US Department of Commerce, estimates from other research firms, historical trends, reported and estimated revenues from major online retailers, consumer online buying trends, and macro-level economic conditions.
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