Hitwise Intelligence - LeeAnn Prescott - US
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November 27, 2006
Black Friday Searches up 462% Over Last Year
Every year, there are dozens of stories about shoppers standing in line for hours outside of stores in order to buy discounted items on Black Friday, the day after Thanksgiving. It's no wonder then that last year, a teenager from San Jose made headlines when he obtained leaked copies of the Black Friday circulars in advance and posted the sale items on his website, BFads.net. The site reached a rank of 44 among all Shopping & Classifieds sites for the week ending 11/26/05. This year, it reached a rank of 31 during the week ending 11/25/06, and four other Black Friday sites achieved rankings in the top 300 Shopping & Classifieds sites last week. See our press release for more coverage, including rankings and demographics on Black Friday sites.
Black Friday sites are a great example of the Internet disrupting an offline experience. Shoppers want to know what deals they can get in advance so they can decide how to allocate their shopping budgets and time. 'Black friday' was the #3 search term (after 'ebay' and 'craigslist') sending visits to the Shopping & Classifieds category for the week ending 11/25/06. That means that more searches were conducted last week for 'black friday' than 'target,' 'amazon,' 'nintendo wii' or 'ipod.' The share of searches for just the one term 'black friday' was up 462% over Thanksgiving week in 2005. Hitwise captured 4,101 unique search terms containing the words 'black friday' during the 4 weeks ending 11/25/06, an increase 71% from the 2,393 terms captured during the 4 weeks ending 11/26/05. Shoppers now expect to know, far in advance, what deals to expect on Black Friday, and they know where to find that information. Expect them to remember next year as well.
Posted by LeeAnn Prescott at 08:24 PM
Posted to Shopping and Classifieds
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