Black Friday Proves Green Online

November 29, 2010

This article is included in these additional categories:

Analytics, Automated & MarTech | Brand Metrics | Data-driven | Financial Services | Retail & E-Commerce

Black Friday (November 26, 2010) saw $648 million in online sales, making it the heaviest online spending day to date in 2010 and representing a 9% increase from Black Friday 2009, according to new figures from comScore.

Thanksgiving, Holiday Season Sales Show Online Growth

In addition, Thanksgiving Day (November 25, 2010), traditionally a lighter day for online holiday spending, achieved a strong 28% increase from Thanksgiving Day 2009, growing from $318 million to $407 million.

For the first 26 days of the November – December 2010 holiday season (November 1-26), $11.64 billion has been spent online, marking a 13% increase from $10.31 billion during the corresponding days last year.

Amazon Gets Most Black Friday Visitors

Four retail properties surpassed four million US unique visitors on Black Friday, with mixed results in comparison to last year. Amazon Sites was the most visited retail property on Black Friday, growing 25% from the corresponding shopping day a year ago, followed by Wal-Mart, which saw a marginal decline of 1%.

Target Corporation (up 9%) and Best Buy Sites (up 1%) rounded out the top four.

Black Friday Bargain Sites Increase Traffic

comScore analyzed eight Black Friday deal sites for the five days ending Black Friday (Nov. 22-26) compared to the corresponding days last year, finding that led the pack with 3.1 million unique visitors, up 42 % from 2.2 million last year. followed with 2.7 million visitors, while (up 478% from 266,000 to 1.5 million visitors) showed the greatest growth.

Other Findings

  • The number of visitors to coupon sites on Black Friday grew 4% from a year ago to 3.6 million visitors, while the total number of visits to the category increased 16% to 7.4 million.
  • was the most visited coupon site on Black Friday with 630,000 unique visitors, followed by (543,000), (332,000 visitors) and (332,000).
  • ranked as the most visited comparison shopping site on Black Friday with 2.1 million visitors, up 45% from a year ago.

9 in 10 Women Look for Holiday Savings

Most consumers will look for ways to save money on holiday shopping this year (84%), particularly women (90%) compared to men (77%), according to the November 2010 American Express Spending & Saving Tracker. The most popular ways they will do so are shop for sale/clearance merchandise (77% of women compared to 55% of men), clip coupons (67% of women compared to 46% of men), buy only for people on their list (53% of women compared to 43% of men), and re-gifting (16% of women compared to 9% of men).

In addition, the majority of consumers will pay using money they have (64% cash/check) or plan to repay immediately (32%) thereafter.

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