According to Hitwise, U.S. visit numbers across all tracked retail categories declined for Thanksgiving Day and Black Friday 2008, with the exception of online-only shopping websites. Among the top 500 Retail sites, Walmart was the top visited on Thanksgiving Day, but Amazon.com took over as top visited Retail site on Black Friday.
Overall, the numbers showed an expected but sharp decline: the percentage of U.S. visits was down 11% on Thanksgiving Day in 2008 compared to last year, and U.S. traffic on Black Friday was down 5%. But online-only (not brick-and-mortar) stores, of which there are 100 in the list of 500 top retail websites, had a pretty good run: the percentage of U.S visits to those shot up 11% on Thanksgiving Day, and went up 10% on Black Friday compared to 2007.
Still according to the Hitwise report, the top visited retail website on Thanksgiving Day was Walmart.com, receiving 13.72% of U.S. visits, while Amazon.com was the second most visited with 9.56% of visits. BestBuy.com came in third with 6.05%.
Amazon.com took over the lead on Black Friday, receiving 11.06% of U.S. visits among the top 500 retail websites. Walmart.com was the second most visited with 9.88% of visits followed by Target.com with 4.62%.
Update: Below is some more data from Coremetrics showing flattish activity at retail sites on Black Friday. Coremetrics tracks 300 retail Websites in detail, including shopping cart and order activity. Orders were completed in 3.5 percent of all sessions, about the same as last year, but the average order value ($126) was down 6.15 percent. Here are some of Coremetrics’ findings:









Yes, but how many were BUYERS as opposed to just BROWSERS.
Buy.com does daily email marketing to previous customers – highlighting new specials – which may account for some of it’s successes.
There is usually a conversion ratio that they follow to estimate these as well.. I am not sure ..but I guess it is fair to approximate that about of 30% of the hits eventually turned into purchases…
The results on Amazon.com seems to be on the expected lines.. although I was not aware that walmart.com would also be so popular.. I know that the brick-and-mortar walmart store is one of the biggest in US but never expected the same for the .com version of it..
The numbers are surprising so far for this years shopping habits. Everyone was ready to see record low numbers.
ups and downs eh