Chiffres du black friday 2011
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Transcript of Chiffres du black friday 2011
Black Friday & Cyber Monday2011
How Google deals with ecommercequeries
www.francknlemba.com
What is « black Friday » ?
What is « cyber Monday »?
Players
Top 5 retail websites on « black Friday »
• Each of the top 5 retail sites achieved double-digit gains in visitors vs. Last year.
comScore
Top dedicated sites to « black Friday »
• 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
• Amazon ranks #1 among online retailers on black Friday! « Amazon led the pack with 50% more visitors than any other retailer »
This bloc probablyhelped deals
hunters !
Best Buy
• Best buy, one of the leading brand on serps this year offered savings in a bigrange 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
• Searchers who used these 2 queries obviously had « commercial intent »
This happensevery year
« Show me product i couldbuy »
People looking for forecasts
Type of products
• Searchers who used these 2 queries obviously had « commercial intent »
It seems like electonicssearchers where very active these 2 days
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
• Best buy leverage their facebook skills by setting an event page to offeradvantages to fans first
Very interestedfans and potential
buyers!!!
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
• 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
Google results
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
• $12,7 billion has been spent online making a 15% increase versus correspondingdays last year
source: comScrore, US retail e-commerce spending; first 25 days of november
$ 10.00
$ 10.50
$ 11.00
$ 11.50
$ 12.00
$ 12.50
$ 13.00
2010 2011
$ 11.09
$ 12.74
November 1-25
• 38% of black Friday sales came from online sales source: NRF, december 2011 holyday season
38%
62%
Online sales
Offline sales
« Its clear that heavypromotionnal activity had a
positive impact on bothchannel » comScore
chairman, Gian Fulgoni
Online channel influence on retails sales is growing …
Online sales
• Online spending on Friday grew by 26% vs 2010 to over $800 million Source: comScore
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2010 2011
$ 648.00
$ 816.00
Black Friday (Nov 25)
Online sales