Thanksgiving Day (November 28), while traditionally a lighter day for online holiday spending, achieved a strong 21-percent increase over Thanksgiving Day last year to U.S. $766 million.
“While Black Friday – and now Thanksgiving Day – is the traditional kick-off to the brick-and-mortar holiday shopping season, both days continue to grow in importance on the online channel,” said comScore chairman Gian Fulgoni.
“Clearly many consumers prefer to avoid the crowds and lines typically associated with Black Friday by shopping from the comfort of their own homes, and we saw a record 66 million Americans do that this year.
Thanksgiving once again posted a well above average growth rate and is the fastest-growing online shopping day over the past five years, as more Americans opt for couch commerce following their Thanksgiving Day festivities.”
Because comScore is counting desktop, and doesn’t seem to be incorporating mobile, it’s still going to be interesting to see what mobile engagement and spending looks like by the numbers, as Techcrunch points out. IBM said that mobile fastflirting traffic grew to 39.7 percent of all online traffic, an increase of 34 percent over Black Friday 2012. Mobile sales reached 21.8 percent of total online sales, an increase of nearly 43 percent year-over-year.
Offline shopping behavior
To better understand which retailers were most successful at driving people into stores on Black Friday, Placed analyzed offline shopping behaviors from Placed Insights service, which measures more than 125,000 U.S. smartphone panelists who have opted-in to share their location. The study revealed this year’s Black Friday winners: Walmart was by far the top shopping destination this Black Friday, beating out its nearest competitor, Target, with more than twice the share of total shoppers. Best Buy remained a top destination for Black Friday shoppers ranking as the #3 most-visited retailer. Retailers that chose to remain closed on Thanksgiving, including The Home Depot, Lowe’s, Sam’s Club, and Costco, lost no time in driving people into stores on Black Friday. All four retailers secured spots within the Black Friday Top 10. Macy’s was the winner among department stores, ranking as the top gainer in week-over-week traffic share followed by J.C. Penney, Kohl’s, and Sears.
Retailers that chose to remain closed on Thanksgiving, including The Home Depot, Lowe’s, Sam’s Club, and Costco, lost no time in driving people into stores on Black Friday.
Big box and department stores weren’t the only ones that saw solid gains on Black Friday. Apparel and specialty retailers Old Navy and Victoria’s Secret, secured 2 of the top 3 spots in the top-gainers ranking.American Eagle, which won last Black Friday, once again displayed a strong showing in store traffic on the busiest shopping day of the year.
A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now.
Also interesting is that the recent trend of kick-starting holiday shopping by opening stores on Thanksgiving Day seems to be having a spillover effect on the online channel
- Toyota- Scion
This upfront season saw plenty of growth in the auto category, at least if you were selling inventory in the Hispanic market. That’s one of the reasons that Toyota brand Scion saw fit to make its first Spanish-language upfront buy this year. Starting in October, it’ll roll out across Univision’s various properties, including an integration in Gossip Girl Acapulco, Adweek reports. “It is not new for Scion to reach the Hispanic youth,” said Nancy Inouye, national marketing manager for Scion. “But in the past we’ve been targeting the acculturated youth.” Inouye said that the outreach to bilingual Hispanics was a relatively new one for the company. Last year, it began advertising with Univision and this year decided, with agency Zenith Optimedia, to bring the network on board for Spanish-language creative with a comprehensive buy that includes sports, scripted shows and a Q2 buy that will incorporate bumpers branded to Univision’s movie programming.