Online Post-Thanksgiving Traffic Matches Offline Rush

Share this article:
Traffic to e-commerce sites surged the day after Thanksgiving, traditionally the busiest shopping day of the year for bricks-and-mortar stores, according to a survey yesterday by online audience measurement service Nielsen//NetRatings.


Web surfing rose 27 percent at home Friday versus the rest of the week -- a trend that mirrors the offline world, according to the Nielsen//NetRatings Holiday E-Commerce Index, which measured five representative sites in eight product categories.


Categories measured included apparel, consumer electronics, books, music and video, Internet-only department stores, value-oriented sites, toys and games, specialty gifts and computer hardware.


The survey by the New York market researcher found that the apparel and consumer electronics categories were up 68 percent and 46 percent, respectively, in traffic Friday versus the rest of the week.


For instance, among apparel retailers, Landsend.com traffic jumped 93 percent, Gap.com 86 percent and Spiegel.com 85 percent.


Among consumer electronics sites, Circuitcity.com traffic was up 126 percent in unique audience at home Friday. Competitors Outpost.com saw traffic rise 48 percent and 800.com 40 percent.


Online department stores, however, were the leading contributors to this surge in traffic. Amazon.com attracted more than 1.3 million people online Friday, up 36 percent compared with the rest of the week, according to the survey.


Multichannel retailers' online stores reported a 49 percent increase in the number of shoppers Friday versus the rest of the week. Internet-only retailers recorded only a 26 percent jump.
Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

Hallmark Takes Baby Steps to a New Brand

Hallmark Takes Baby Steps to a New Brand

The company relied on digital to get its growing children's apparel brand off of the ground.

One Third of Americans' Social Media Time Is Spent on Facebook

One Third of Americans' Social Media Time Is ...

Pandora, meanwhile, attracts more user time but far fewer digital advertisng dollars, says a study.

News Corp. Chief Brands Google an 'Unaccountable Bureaucracy'

News Corp. Chief Brands Google an 'Unaccountable Bureaucracy'

Robert Thomson warns the EU that an antitrust deal with Google will lead to a decrease in competitive options for marketers and an increase in piracy.