Traffic and Time Spent on Black Friday Sites Increase Rapidly

    November 25, 2009
    Chris Crum

New research from Nielsen finds that during the last weeks of October and the early weeks of November, the number of unique visitors to the top websites offering previews of Black Friday deals (like for example), has been increasing rapidly. No surprise there.

Week-over-week, however, traffic to these sites has increased by as much as 87%, from 3.8 million unique visitors during the week ending November 8, to 7 million during the week ending November 15.

"As we saw in our recent online holiday survey, consumers plan on bargain hunting more extensively this year in order to save money and many view the Internet as the place to do this," said Maya Swedowsky, associate research director, Nielsen’s online division. "Multi-channel retailers can leverage these Black Friday Web sites to draw consumers into their brick-and-mortar stores on the big day."

Nielsen: Black Friday Traffic

In addition to the increase in traffic to Black Friday sites, the amount of time being spent on them is also on the rise:

Nielsen: Black Friday Time Spent

The "most buzzed-about" retailers of the last month, according to Nielsen are as follows:

1. Amazon
2. Walmart
3. Best Buy
4. Sears
5. Target
6. NewEgg
7. Toys R Us
8. Kohl’s
9. Staples
10. Gamestop

"Shoppers aren’t the only ones generating buzz about Black Friday deals. Retailers are taking advantage of social media and using it as a channel to share sneak previews of deals and to get shoppers excited,” noted Swedowsky.

TGI Black Friday has been the fastest growing Black Friday site for unique visitors. This was followed by and Have you been going to Black Friday sites?

Related Articles:

> Black Friday 2009: The Best Deals On The Items You Want

> Google Highlights Searches For Black Friday Deals

> Nielsen Looks at Online Retail Category Performance