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Archive: 2007 | 2006 | 2005 | Back
Contact: Matt Tatham - Hitwise - 1.212.380.2939 Black Friday Traffic Increases 145 Percent the Past Week61 percent of traffic from New Visitors; Females ages 25-34 dominate; Overall visits to Hitwise U.S. Retail 100 Index increased seven percent last weekNEW YORK, NY - November 20, 2007 - U.S. traffic to a custom category of Black Friday advertising websites increased 145 percent for the week ending Nov. 17, 2007 compared to Nov. 10, 2007, Hitwise reported today. Year-over-year traffic to the Black Friday websites increased 45 percent compared to the same week in 2006. Visitors to Black Friday advertising websites were predominantly females aged 25-34, according to Hitwise demographic data. 61 percent of visitors to the custom category of Black Friday websites were female, for the four weeks ending Nov. 17, 2007. Females comprised the majority of visits across all of the sites, including Black Friday Ads (64 percent), BlackFridayAds.com (64 percent), and The Black Friday (63 percent). Visitors between the ages of 25 and 34 were the highest represented age group to visit Black Friday websites, comprising 37 percent of visits for the four weeks ending Nov. 17, 2007. · Black Friday.GottaDeal.com attracted the highest share of this segment with 44 percent of visits coming from those aged 25 to 34 years. · Bfads.net followed, with 39 percent aged 25-34 yrs. · The BlackFridayAds.com website was the only outlier among the sites, with 36 percent of its visits coming from those aged 35-44, and only 30 percent of visitors in the 25-34 age demographic. "As we approach the Thanksgiving holiday, consumers are taking advantage of the information available on Black Friday websites to prepare shopping lists before setting their alarms to take advantage of the deals this weekend," said Heather Dougherty, director of research at Hitwise. "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."
Black Friday websites as a whole received 61 percent of traffic from new visitors for the week ending Nov. 17, 2007. BlackFridayAds.com received the highest percentage of new visitors with 73 percent. The BlackFirday.gottadeal.com website received the highest percentage of returning visitors with 48 percent. Black Friday Update: · The average visit time for the Black Friday Sites 2007 category was 13 minutes, 13 seconds (for the week ending Nov. 17, 2007) which represents an increase of 4 minutes and 4 seconds compared with last week. · Searches on the term "black friday" and "black friday ads" are up 174 and 143 percent respectively, compared to last week. Combined, the percent of U.S. searches on the two terms has increased nine percent compared to 2006. Online Holiday Shopping Update: · The Hitwise U.S. Retail 100 Index* chart shows that visits to the websites within the Index were up seven percent for the week ending Nov. 17, 2007 versus last week (Nov. 10, 2007). U.S. traffic is up 12 percent compared to the same week last year (Nov. 18, 2006). · Amazon.com remained the most-visited website within the Index last week, receiving 11 percent of visits among the Retail 100 Index. Wal-Mart received the second-most visits with seven percent. CircuitCity.com was the biggest gainer for the week, as their traffic increased 24 percent compared to the previous week. · The iPod and the Nintendo Wii were the most popular search terms sending visits to Shopping and Classifieds websites for the week ending Nov. 17, 2007. The terms "ipod", "nintendo wii" and "wii" were the top three product searches. Video game consoles remain a popular product search so far this holiday season as the Nintendo Wii, Xbox 360 and Playstation 3 were all among the top 10 searches this past week.
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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