Thanksgiving Busiest Day Online this Holiday Season as Traffic Increases 20 Percent versus 2006
NEW YORK (Business Wire EON) November 26, 2007 -- The Hitwise Top 100 Retail Index, which is comprised of the top 100 retail websites, received 6.84 percent of all U.S. visits on Nov. 22, 2007 representing an increase of 20 percent versus Nov. 23, 2006, which received 5.84 percent of visits. Online traffic on Black Friday, Nov. 23, 2007, increased 16 percent versus the same day in 2006.
"The increase in traffic to retail sites on Thanksgiving Day and Black Friday signals a strong online holiday season," said Heather Dougherty, director of research at Hitwise. "The big box retailers are taking advantage of their sites to heavily promote both in-store offerings and online-only specials to drive traffic even while stores are closed to capture holiday dollars."
Bricks and Mortar Retailers Top Websites for Thanksgiving Day and Black Friday
For the third year in a row, Walmart.com was the most visited retail website on Thanksgiving Day 2007 receiving 15.8 percent of visits among the top 100 retail websites. BestBuy.com and CircuitCity.com were the second and third most visited websites on Thanksgiving respectively, followed by Amazon.com and Target.com. On Black Friday, Wal-Mart was the most visited website followed by Amazon. Best Buy, Target and Circuit City rounded out the top five most visited websites.
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Hitwise Retail 100 Index - Daily Market Share of U.S. Visits Rankings
for Thanksgiving Day and Black Friday
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Rank Name Domain 11/22/07 11/23/07
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1 Wal-Mart www.walmart.com 15.80% 10.76%
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2 BestBuy www.bestbuy.com 8.76% 6.11%
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3 Circuit City www.circuitcity.com 7.22% 5.54%
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4 Amazon.com www.amazon.com 7.03% 9.02%
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5 Target www.target.com 5.22% 6.01%
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6 Sears.com www.sears.com 3.56% 3.07%
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7 TOYS 'R' US - USA www.toysrus.com 2.97% 2.94%
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8 Kmart.com www.kmart.com 2.81% 1.88%
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9 Yahoo! Shopping shopping.yahoo.com 2.50% 2.76%
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10 Half.com www.half.ebay.com 2.30% 2.75%
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Note - the Hitwise Retail 100 Index does not include websites from the
following categories: auctions, classifieds, subscription services,
DVD and video game rental, reward point collecting and coupons. The
Hitwise data is based on a custom category of 100 of the leading
retail websites ranked by US market share of visits, which is the
percentage of online traffic to the domain or category, from the
Hitwise sample of 10 million US Internet users. Hitwise measures more
than 1 million unique websites on a daily basis, including sub-
domains of larger websites. Hitwise categorizes websites into
industries on the basis of subject matter and content, as well as
market orientation and competitive context.
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Source: Hitwise
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Thanksgiving and Black Friday stats:
-- Online traffic to a custom category of leading Black Friday advertising websites increased 45 percent on Thanksgiving and 43 percent on Black Friday, respectively, compared to last year.
-- Black Friday advertising websites sent 17 percent more traffic to the top 100 retail websites on Thanksgiving Day and 40 percent more traffic on Black Friday compared to Black Friday and Thanksgiving in 2006.
-- Comparison shopping websites saw an increase in the online market share of visits on Thanksgiving and Black Friday compared to 2006. Online traffic to a custom category of leading comparison shopping websites increased 58 percent on Thanksgiving and 39 percent on Black Friday compared to last year.
About Hitwise
Hitwise is the leading online competitive intelligence service. Only Hitwise provides its 1,400 clients around the world with daily insights on how their customers interact with a broad range of competitive websites, and how their competitors use different tactics to attract online customers.
Since 1997, Hitwise has pioneered a unique, network-based approach to Internet measurement. Through relationships with ISPs around the world, Hitwise's patented methodology anonymously captures the online usage, search and conversion behavior of 25 million Internet users. This unprecedented volume of Internet usage data is seamlessly integrated into an easy to use, web-based service, designed to help marketers better plan, implement and report on a range of online marketing programs.
Hitwise, a subsidiary of Experian (FTS: EXPN) www.experiangroup.com operates in the United States, United Kingdom, Australia, New Zealand, Hong Kong and Singapore. More information about Hitwise is available at www.hitwise.com.
For up to date analysis of online trends, please visit the Hitwise Intelligence-Analyst Weblogs at http://weblogs.hitwise.com and the Hitwise Data Center at www.hitwise.com/datacenter.
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