Black Friday Online: Amazon, Wal-mart, Target Most Visited

November 30, 2009

This article is included in these additional categories:

Analytics, Automated & MarTech | CPG & FMCG | Promotions, Coupons & Co-op | Retail & E-Commerce

Amazon.com received 13.6% of US visits among the top 500 Retail websites on Black Friday this year, making 2009 the second year in a row that the online-only retailers was the top-visited site on the day after Thanksgiving, according to an analysis of top Black Friday sites by Experian Hitwise.

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Overall, the percentage of US visits to the top 500 retail websites was up 4% on Black Friday 2009 vs. Thanksgiving Day 2009, while year-over-year? visits were down 9% vs. Black Friday 2008.

Other findings from the analysis:

  • Wal-Mart was the second-most visited site on Black Friday, with 11.2 % of visits.? Target.com was #3, with 5.65%, and BestBuy.com was #4 with 4.62%. These sites were followed by Sears.com’s website,? with 3% of visits.
  • Among the top-20 sites visited on Black Friday 2009, the Apple Store, with a 110% increase, saw the largest increase in visits compared with Thanksgiving Day 2009. Staples saw a 47% vs. Thanksgiving, and Dell’s site traffic rose 40%. Amazon visits increased 9%.

Downstream Traffic from Black-Friday Sites

Though Wal-Mart was the second-most-visited site overall, it was the top site to receive traffic from Black-Friday sites on Black Friday, with a 32% increase in traffic compared with 2008. BestBuy and Target received the second- and third-most traffic from Black-Friday sites.

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Among the top 10 sites to receive traffic from Black-Friday sites on Black Friday, Target received the largest increase in year-over-year traffic, with 110%, Hitwise said.

Overall traffic to Black Friday sites – which helped consumers find the best deals -? on Black Friday was up 9% vs. 2008.

Earlier this month, Experian Hitwise reported that site traffic to Black Friday sites had begun to pick up well before this year’s holiday.

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