Nielsen Online, a service of The Nielsen Company, reported today that at home Web traffic to the Holiday eShopping Index grew 10 percent year over year on Black Friday, garnering 21.2 million unique visitors across more than 120 representative online retailers, compared with 19.2 million unique visitors last year. This growth is similar to last year’s, when the Index saw 12 percent year-over-year growth on the day after Thanksgiving.
Consumer Electronics was the fastest growing product category week over week on Friday, increasing 235 percent from November 16th to November 23rd (see Table 1). Computer Hardware/Software took the No. 2 spot with 121 percent Web traffic growth, followed by Shopping Comparison/Portals with 95 percent growth.
InterActiveCorp led the top online retail destinations on Black Friday with 5.3 million unique visitors, followed by Amazon and Wal-Mart.com with 5.1 million and 3.6 million unique visitors, respectively (see Table 2). When the top 10 online retail destinations are re-ranked by week-over-week growth, the consumer electronics retailers take the lead with Best Buy and Circuit City increasing 292 percent and 257 percent, respectively. Sears rounds out the top three, increasing 211 percent from one Friday to the next.
The Nielsen Online Holiday eShopping Index is comprised of over 120 representative online retailers across twelve categories, and acts as a barometer to gauge the level of activity at online shopping destinations during the holiday season. The Index illustrates increased shopping activity through category growth.
Source: Nielsen Online