The document discusses the performance of eCommerce during Black Friday and Cyber Monday 2011, highlighting an increase in visitors to top retail websites and significant online sales growth compared to the previous year. Consumers actively engaged with search queries indicating commercial intent, particularly for electronics, and social media played a role in promoting these sales events. Overall, online sales represented 38% of Black Friday sales, showcasing a growing influence of eCommerce in retail.

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

2. What is « black Friday » ?

3. What is « cyber Monday »?

4. Players

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

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

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

8. 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 »

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

10. Demand

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

12. 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 »

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

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

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

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

17. 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

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

19. Google results for commercial
intent queries

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

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

22. 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

23. Key figures

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

25. 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

26. 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

27. 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