This is according to the latest figures from comScore, which revealed that - although Cyber Monday sales rates stood at $887 million in expenditure - for the whole of November, bigger companies were accountable for 64 per cent of all dollars spent.

 

And in contrast to the fact that the top 25 online retailers experienced a growth rate of 13 per cent throughout the month, small to medium-sized enterprises (SMEs) recorded a fall of ten per cent year-on-year.

 

Chairman of comScore Gian Fulgoni noted that these results make it "pretty clear" that more established businesses are better able to retain a competitive edge during the downturn.

 

This, he remarked, is in part due to the fact that they can "maintain their marketing investments and gain consumer mindshare".

 

However, Mr Fulgoni did observe that not all SMEs are finding it difficult over the festive season, although as a whole, "the smaller retailer segment is clearly underperforming".

 

To help combat the effects of this, SMEs may find it profitable to concentrate on targeting consumers after the Christmas period has ended.

 

Emailvision's Nick Gold recently observed that this time - known as the dead zone - is often neglected by internet marketing consultants and that campaigns can be easily drafted before the holiday season that could be sent out when people are no longer concerned with Christmas Day.