Black Friday Traffic Increases 145% in One Week

November 21, 2007

This article is included in these additional categories:

Paid Search | Retail & E-Commerce

US traffic to a custom category of Black Friday advertising websites increased 145% for the week ended Nov. 17 compared with the previous week (ended Nov. 10), according to Hitwise. Year-over-year traffic to the Black Friday websites increased 45% (i.e., compared with the equivalent week in 2006).

Visitors to Black Friday advertising websites were predominantly females age 25-34, according to Hitwise demographic data:

  • Some 61% of visitors to the custom category of Black Friday websites were female during the four weeks ended Nov. 17.
  • Females comprised the majority of visits across all of the sites, including Black Friday Ads (64%), (64%), and The Black Friday (63%).

Visitors between the ages of 25 and 34 were the highest represented age group to visit Black Friday websites, comprising 37% of visits for the four weeks ended Nov. 17:

  • Black attracted the highest share of this segment with 44% of visits coming from those age 25 to 34.
  • followed with 39%.
  • The website was the only outlier among the sites, with 36% of its visits coming from those age 35-44, and only 30% of visitors in the 25-34 age demographic.

“Retailers should monitor the Black Friday websites to see which promotions are driving discussion and excitement among shoppers to make sure that they have those products prominently placed on their websites and in stores,” said Heather Dougherty, director of research at Hitwise.


Some 61% of traffic to Black Friday websites as a whole were from new visitors for the week ended Nov. 17. received the highest percentage of new visitors, with 73%. The website received the highest percentage of returning visitors with 48%.

  • The average visit time for the Black Friday Sites 2007 category was 13 minutes, 13 seconds (for the week ended Nov. 17) – an increase of 4 minutes and 4 seconds from the previous week.
  • Searches on the term “black friday” and “black friday ads” were up 174% and 143%, respectively, compared with the previous week.
  • Combined, the percentage of US searches on those two terms was up 9% compared with the equivalent period in 2006.
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