Black Friday online traffic dropped by 7% compared to last year
Fewer American Consumers Flock Online on Black Friday, But Amazon Remains on Top
According to Similarweb’s analysis of the top 716 e-commerce sites, online commerce on Black Friday saw a 7% decrease compared to last year. However, this didn’t stop Amazon from maintaining its position as the leading e-commerce website, with a 2% increase in website traffic and over 100 million visits. Walmart, on the other hand, experienced a 10% decrease in traffic with just over 25 million visits, landing them in second place.
While overall online shopping was down, there were some interesting shifts in consumer behavior. Shoppers seemed less interested in apparel, furniture, luxury items, and entertainment, and instead focused on purchasing ground travel, airfare, cruise reservations, and groceries. Costco and Lowes were the only two websites among the top 15 to report increased traffic compared to last year.
One surprising finding was that the highly popular shopping app, Temu, did not make it into the top 15 sites visited on Black Friday, despite being the most downloaded app in the United States. However, it did experience a 91% increase in unique visitors, although the number remained below 10 million. In contrast, Amazon saw almost 60 million unique views.
It’s important to note that this analysis from Similarweb does not include data from Cyber Monday, which takes place the Monday after Black Friday.
Black Friday and Economic Indicators
Black Friday came on the heels of the Bureau of Economic Analysis report, which revealed that annual inflation had fallen to 3% in October. While this is the lowest inflation rate in almost three years, it still exceeds the Federal Reserve’s goal of 2%. This economic context may have contributed to a sense of caution among shoppers.
The University of Michigan Consumer Sentiment Index further reflects this wariness, as it decreased to 61.3 in November from nearly 64 in October. Last year, the sentiment was even lower, eight points below November’s index.
For more information, click here to read more from The Washington Examiner.
Why did Amazon remain unaffected by the decrease in online commerce on Black Friday
S decrease did not affect Amazon, as it remained the top e-commerce site during this busy shopping day.
Black Friday, known as the day after Thanksgiving, has traditionally been a significant day for brick-and-mortar retailers, with shoppers flocking to stores to take advantage of deep discounts and promotions. However, in recent years, the rise of online shopping has changed the landscape of this shopping extravaganza.
Similarweb, a market intelligence company, conducted an analysis of the top 716 e-commerce sites to understand the trends and patterns of online shopping on Black Friday. The results revealed that there was a 7% decrease in online commerce compared to the previous year.
This decrease could be attributed to various factors. Firstly, the ongoing COVID-19 pandemic has impacted consumer behavior, with many individuals still hesitant to venture out and engage in crowded shopping environments. The fear of contracting the virus has led to a shift towards online shopping, as it provides a safer and more convenient option for consumers.
Additionally, the saturation of discounts and promotions throughout the year may have contributed to the decrease in online sales on Black Friday. Many retailers now offer promotions and deals throughout the entire year, diluting the significance of this specific day. As a result, consumers might not feel the urgency to make purchases on Black Friday, as they can find similar discounts at other times.
Despite the overall decrease in online commerce, there was one platform that remained unaffected – Amazon. The e-commerce giant consistently maintained its top position, outperforming other online retailers on Black Friday. This is likely due to the company’s strong brand reputation, extensive product selection, and efficient delivery services.
Consumers continue to rely on Amazon for their online shopping needs, especially on high-demand shopping days like Black Friday. The company’s aggressive marketing strategies and ability to offer competitive prices have solidified its position as the go-to platform for many shoppers.
The shift towards online shopping is not a temporary trend; it is a transformation that has been occurring for several years. COVID-19 simply accelerated this change, forcing more consumers to explore the convenience and advantages offered by online retailers. As the retail industry continues to adapt to this paradigm shift, it is essential for businesses to invest in their online presence and create a seamless shopping experience for their customers.
In conclusion, the analysis conducted by Similarweb on Black Friday online commerce has indicated a 7% decrease compared to the previous year. This decline can be attributed to the impact of the COVID-19 pandemic and the saturation of discounts and promotions throughout the year. However, Amazon has remained on top, solidifying its position as the leading e-commerce platform. As the retail landscape continues to evolve, it is crucial for businesses to recognize the significance of online shopping and adapt their strategies accordingly.
" Conservative News Daily does not always share or support the views and opinions expressed here; they are just those of the writer."
*As an Amazon Associate I earn from qualifying purchases
