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Nielsen Online reports that traffic from home and work to the Holiday eShopping Index increased 10 percent year over year on Black Friday, growing from 28.8 million unique visitors in 2007 to 31.7 million unique visitors in 2008 across more than 120 representative online retailers.
“Even with the weakening economy, an unstable stock market and a rising unemployment rate, Black Friday traffic to online retail sites grew at a double digit rate this year,” said Ken Cassar, vice president, industry insights, Nielsen Online.
Black Friday Online Conversations and Consumer Perceptions - Not surprisingly, shopping incentives were a key part of Black Friday discussions. The terms “deals,” “sales,” and “doorbusters,” referring to deep discounts intended to get shoppers in the door, were all closely associated with Black Friday.
- Specific retailers were also mentioned in relation to Black Friday, including Sears, CVS, Wal-Mart, JCPenney, Staples and Circuit City, among others.
- Consumers discussed specific products and gift ideas, including high definition televisions, video games, laptops and toys.
See Nielsen Online’s Black Friday BAM here.
| Product Categories ranked by Growth on Black Friday (U.S., Home and Work) | |
|---|---|
| Category | Unique Audience Growth 11/21 to 11/28 |
| Consumer Electronics | 219% |
| Shopping Comparison/Portals | 83% |
| Toys/Videogames | 73% |
| Home and Garden | 53% |
| Computer Hardware/Software | 30% |
| Books/Music/Video | 29% |
| Retail | 20% |
| Beauty | 16% |
| Apparel | 3% |
| Flowers and Gifts | -16% |
| Shoes | N/A |
| Jewelry | N/A |
| TOTAL | 15% |
| Source: Nielsen Online, NetView Custom Analysis | |
| Top 10 Online Retailers Ranked by Unique Audience on Black Friday 2008 (U.S., Home and Work) | |||
|---|---|---|---|
| Site | 11/21/08 UA (000) | 11/28/08 UA (000) | Percent Growth |
| eBay | 9,227 | 9,871 | 7% |
| Amazon | 6,503 | 8,448 | 30% |
| Wal-Mart Stores | 2,923 | 6,029 | 106% |
| Target | 1,780 | 4,196 | 136% |
| Best Buy | 1,252 | 3,709 | 196% |
| Circuit City | 639 | 2,889 | 352% |
| Dell | 1,527 | 1,926 | 26% |
| Sears | 1,478 | 1,639 | 11% |
| Kohl’s | 1,018 | 1,601 | 57% |
| JCPenney | 974 | 1,518 | 56% |
| Source: Nielsen Online, NetView Custom Analysis | |||
The Nielsen Online Holiday eShopping Index is comprised of over 120 representative online retailers across twelve categories, and acts as a barometer to gauge the level of activity at online shopping destinations during the holiday season. The Index illustrates increased shopping activity through category growth.
View the complete report.
Read coverage of Nielsen’s findings in TIME, the Financial Times, by the Associated Press and Bloomberg, and on CNET.com, NPR.org, and Digital Daily.
[...] Three things that wouldn’t hurt the over head and shows that they want what’s best for the customer and they are feeling their pain. These are things to think about and why days like Black Friday are such a hit especially this year. In online sales the increase from last year is 10%. [...]
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