Chiffres du black friday 2011
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Black Friday & Cyber Monday2011
How Google deals with ecommercequeries
www.francknlemba.com
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What is « black Friday » ?
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What is « cyber Monday »?
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Players
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Top 5 retail websites on « black Friday »
• Each of the top 5 retail sites achieved double-digit gains in visitors vs. Last year.
comScore
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Top dedicated sites to « black Friday »
• Consumers turned to Black Friday sites to conduct research in advance of the day’s event
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Ebay
• Ebay provided a special design on its homepage on monday
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Amazon
• Amazon ranks #1 among online retailers on black Friday! « Amazon led the pack with 50% more visitors than any other retailer »
This bloc probablyhelped deals
hunters !
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Best Buy
• Best buy, one of the leading brand on serps this year offered savings in a bigrange of products
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Demand
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Queries group
• Roughly there are 5 groups of searchers!www.francknlemba.com/2011/04/comment-google-va-determiner-le-but-dune-recherche
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Searchers intents
• Searchers who used these 2 queries obviously had « commercial intent »
This happensevery year
« Show me product i couldbuy »
People looking for forecasts
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Type of products
• Searchers who used these 2 queries obviously had « commercial intent »
It seems like electonicssearchers where very active these 2 days
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Most trending keywords
• Searchers generally used « black Friday » in their queries 50 million americans visited online retail sites on Black friday
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Twitter trends 1/2
• « black Friday » trends reported a higher volume of tweets vs. cyber Monday’s
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Twitter trends 2/2
• Twitter users started to talk about « cyber Monday » on Sunday and conversation reached a pick early on tuesday
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Social impact
• Best buy leverage their facebook skills by setting an event page to offeradvantages to fans first
Very interestedfans and potential
buyers!!!
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Social impact
• Walmart enhance the power of cyber Monday with facebook updates
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Google results for commercial intent queries
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Google results
• For this type of searches, it seems like google promotes dedicated websites
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• Without any surprises, these sites contain deals, ads, exclusive online sales…
Google results
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• The links profile of top Black Friday websites is full of top domains pointing to them(data from OSE showing linking root domains of www.blackfriday.info
Google results
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Key figures
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Real time sales black friday
• Online consumers were most active on black Friday between 6 am to 2 pm according to IBM
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Online sales
• $12,7 billion has been spent online making a 15% increase versus correspondingdays last year
source: comScrore, US retail e-commerce spending; first 25 days of november
$ 10.00
$ 10.50
$ 11.00
$ 11.50
$ 12.00
$ 12.50
$ 13.00
2010 2011
$ 11.09
$ 12.74
November 1-25
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• 38% of black Friday sales came from online sales source: NRF, december 2011 holyday season
38%
62%
Online sales
Offline sales
« Its clear that heavypromotionnal activity had a
positive impact on bothchannel » comScore
chairman, Gian Fulgoni
Online channel influence on retails sales is growing …
Online sales
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• Online spending on Friday grew by 26% vs 2010 to over $800 million Source: comScore
$-
$ 100.00
$ 200.00
$ 300.00
$ 400.00
$ 500.00
$ 600.00
$ 700.00
$ 800.00
$ 900.00
2010 2011
$ 648.00
$ 816.00
Black Friday (Nov 25)
Online sales