November 30, 2009, 12:00 AM

Amazon leads Black Friday web traffic; Walmart was tops on Thanksgiving

Amazon.com grabbed a 13.55% share of web traffic on the day after Thanksgiving, Experian Hitwise reports. On Thanksgiving, Walmart.com led with 14.9%.

Amazon.com Inc. grabbed a 13.55% share of web traffic on Black Friday, the day after Thanksgiving, followed by Walmart.com with 11.18%, web traffic measurement firm Experian Hitwise reports. On Thanksgiving, Walmart.com led with 14.9% to Amazon’s 12.41%.

The top 20 retail web sites in terms of 2009 Black Friday traffic market share, with their shares for 2009 and 2008, according to Hitwise:

  • Amazon.com, 13.55%, 11.06%
  • Walmart.com, 11.18%, 9.88%
  • Target, 5.65%, 4.62%
  • BestBuy.com, 4.62%, 4.57%
  • Sears.com, 2.95%, 2.78%
  • JCP.com, 2.53%, 2.53%
  • ToysRUs.com, 2.47%, 2.02%
  • Kohls.com, 1.94%, 1.83%
  • Kmart.com, 1.90%, 1.65%
  • Dell, 1.62%, 1.53%
  • Macy’s, 1.52%, 1.23%
  • Overstock.com, 1.49%, 1.65%
  • QVC.com, 1.27%, 1.21%
  • The Home Depot, 1.12%, 1.15%
  • Lowe’s, 1.10%, 1.04%
  • Apple Store, 1.08%, 0.93%
  • Staples.com, 0.99%, 0.77%
  • Old Navy, 0.98%, 0.73%
  • GameStop, 0.95%, 0.81%
  • Fandango, 0.92%, 0.64%

Hitwise bases its figures on the number of visits to retail web sites, excluding sites in such categories as auctions, computer manufacturers, music downloads and video game rentals. If the same visitor returns to a site, Hitwise counts a subsequent visit only after a 30-minute absence.

ComScore Inc., which also compiles web traffic figures but based on unique visits counted only once during the period of measurement, notes that Amazon edged out Walmart.com as the top traffic site on Black Friday and that Apple Inc. showed the sharpest year-over-year increase. The top five sites in terms of Black Friday traffic and their year-over-year increase, according to comScore:

  • Amazon sites, 28%
  • Walmart.com, 22%
  • Apple.com worldwide sites, 39%
  • Target, 2%
  • Best Buy sites, 24%

For traffic on Thanksgiving Day, Hitwise reported the following market share figures for 2009 and 2008:

  • Walmart.com, 14.97%, 13.72%
  • Amazon.com, 12.41%, 9.56%
  • BestBuy.com, 6.22%, 6.05%
  • Target, 5.63%, 4.40%
  • Sears.com, 3.78%, 3.91%
  • ToysRUs.com, 2.34%, 2.01%
  • Kmart.com, 2.26%, 2.43%
  • JCP.com, 2.13%, 1.90%
  • Kohls.com, 2.03%, 1.81%
  • Macy’s, 1.41%, 1.16%
  • The Home Depot, 1.21%, 1.40%
  • Dell, 1.15%, 1.18%
  • Overstock.com, 1.09%, 1.31%
  • Lowe’s, 1.07%, 1.07%
  • GameStop, 1.04%, 0.96%
  • Sam’s Club, 1.02%, 0.96%
  • Old Navy, 1.01%, 0.64%
  • QVC.com, 0.99%, 0.93%
  • RadioShack, 0.85%, 0.70%
  • Newegg.com, 0.74%, 0.81%

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