24 November

Thanksgiving Day E-Commerce Traffic: Amazon, Walmart

Experian released 2012 online traffic data for Thanksgiving e-commerce compared to the prior year. Across teh board, Thanksgiving day traffic was +71% – an astounding increase. And it was 46% greater on Thanksgiving day versus the prior day (Wednesday).

Three takeaways from Experian’s chart (shown above):

1. Amazon is #1, Walmart #2 (and not too far behind). #3 and #4 combined are smaller than either. Big gap.

2. Of the top 5 retailers, Amazon did not see a huge jump day-over-day. Meaning their traffic was more stable / consistent: 16% growth versus 80-104% jumps. Could also mean that Walmart, Target, etc are more reliant on marketing promotions to drive awareness / traffic.

3. The bottom line reads: “note: rankings based on weekly data that does not include mobile traffic.” I will make an assumption that this impacts Amazon more than others. More importantly, as mobile and mobile commerce grow, this is a noteworthy, impactful omission.

For what its worth, Thanksgiving was the 3rd most trafficked day in 2011 behind Cyber Monday and Black Friday.

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