Chiffres du black friday 2011

Black Friday & Cyber Monday 2011 How Google deals with ecommerce queries www.francknlemba.com

What is « black Friday » ?

What is « cyber Monday »?

Players

Top 5 retail websites on « blackFriday »• Each of the top 5 retail sites achieved double-digit gains in visitors vs. Last year. comScore

Top dedicated sites to « blackFriday »• Consumers turned to Black Friday sites to conduct research in advance of the day’s event

Ebay• Ebay provided a special design on its homepage on monday

Amazon This bloc probably helped deals hunters !• Amazon ranks #1 among online retailers on black Friday!« Amazon led the pack with 50% more visitors than any other retailer »

Best Buy• Best buy, one of the leading brand on serps this year offered savings in a big range of products

Demand

Queries group• Roughly there are 5 groups of searchers!www.francknlemba.com/2011/04/comment-google-va-determiner-le-but-dune-recherche

Searchers intents This happens every year « Show me product i could buy » People looking for forecasts• Searchers who used these 2 queries obviously had « commercial intent »

Type of products It seems like electonics searchers where very active these 2 days• Searchers who used these 2 queries obviously had « commercial intent »

Most trending keywords• Searchers generally used « black Friday » in their queries 50 million americans visited online retail sites on Black friday

Twitter trends 1/2• « black Friday » trends reported a higher volume of tweets vs. cyber Monday’s

Twitter trends 2/2• Twitter users started to talk about « cyber Monday » on Sunday and conversation reached a pick early on tuesday

Social impact Very interested fans and potential buyers!!!• Best buy leverage their facebook skills by setting an event page to offer advantages to fans first

Social impact• Walmart enhance the power of cyber Monday with facebook updates

Google results for commercial intent queries

Google results• For this type of searches, it seems like google promotes dedicated websites

Google results• Without any surprises, these sites contain deals, ads, exclusive online sales…

Google results• The links profile of top Black Friday websites is full of top domains pointing to them (data from OSE showing linking root domains of www.blackfriday.info

Key figures

Real time sales black friday• Online consumers were most active on black Friday between 6 am to 2 pm according to IBM

Online sales November 1-25 $ 12.74 $ 13.00 $ 12.50 $ 12.00 $ 11.50 $ 11.09 $ 11.00 $ 10.50 $ 10.00 2010 2011• $12,7 billion has been spent online making a 15% increase versus corresponding days last year source: comScrore, US retail e-commerce spending; first 25 days of november

Online sales « Its clear that heavy promotionnal activity had a positive impact on both channel » comScore 62% chairman, Gian Fulgoni 38% Online sales Offline sales Online channel influence on retails sales is growing …• 38% of black Friday sales came from online sales source: NRF, december 2011 holyday season

Online sales Black Friday (Nov 25) $ 816.00 $ 900.00 $ 648.00 $ 800.00 $ 700.00 $ 600.00 $ 500.00 $ 400.00 $ 300.00 $ 200.00 $ 100.00 $- 2010 2011• Online spending on Friday grew by 26% vs 2010 to over $800 million Source: comScore

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Chiffres du black friday 2011

by Franck Nlemba on Dec 17, 2011

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