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Survey – Black Friday spending well up

Posted by Michael Bloch in ecommerce (Tuesday December 1, 2009 )

It’s a weird name for such an important day in ecommerce and commerce generally. Anyway, the good news is Black Friday (November 27) generated big bucks for online merchants.

According to a comScore survey, Black Friday saw a whopping $595 million in online sales, making it the second biggest online spending day this year and representing an 11-percent increase versus Black Friday 2008. That’s quite a jump under the current economic conditions.

Thanksgiving Day (Nov. 26) saw $318 million in online sales, an increase of a very respectable 10%.

Overall, holiday season-to-date online spending has hit $10.57 billion, a 3-percent increase versus the corresponding days last year according to comScore.

Five retail online properties blew past the four million U.S. unique visitors on Black Friday, with all the properties posting substantial gains versus last year. The four properties were Amazon Sites, Walmart, sites, Target Corporation and Best Buy sites. Apple experienced the biggest growth in visitors – 39% on last year.

As Cyber Monday, the “traditional” kick-off to the online holiday shopping season, has just been and gone, it will be interesting to see how spending fared this year.

Just regarding the “Black Friday” term – for the benefit of those who don’t know, it’s thought to have originated with the concept that when a business is struggling, it’s considered in accounting terms to be in the “red”. When it’s profitable, it’s in the “black”. Many businesses climb out of the “red” and into the “black” at this time of the year.

Black Friday and Cyber Monday tend to capture the headlines, but these aren’t the busiest days in terms of sales volume in the USA offline retail world. The best bucks days are the weekend before Christmas, Christmas Eve or the day after Christmas.

I hope your online business is doing well this holiday shopping season!

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