November 29, 2010, 2:00 PM

Amazon sites attract 25% more unique Black Friday visitors than last year

ComScore figures also show a 1% drop for’s unique visitors.

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The number of unique visitors to sites on Black Friday increased 25% compared with last year, according to figures from web measurement firm comScore Inc. The online retailing giant, No. 1 in the Internet Retailer Top 500 Guide, was the U.S. retail site that attracted the greatest number of unique visitors on the first shopping day after Thanksgiving.

Amazon, with a sizable increase in traffic on Black Friday, continues to experience remarkable success during the holiday season,” says Gian Fulgoni, comScore’s chairman. “We will be watching closely to see if the online retailer is able to sustain this momentum through Cyber Monday and into the heart of the online shopping season.” Cyber Monday is the term commonly used to describe the first Monday after Thanksgiving, which falls today. claimed second place, comScore says, even though the retail chain’s e-commerce site experienced a 1% drop in unique visitors on Black Friday. But subsequently claimed its traffic was up 30%.

Target Corp., in third place, had a 9% increase in unique visitors, with Best Buy posting a 1% increase.

ComScore did not give figures for actual site traffic but said each of the four top online retail sites had more than 4 million unique visitors from the United States on Black Friday.

Online marketplace eBay Inc. also provided data that helps paint the picture of online shopping over the holiday and the first days after it. A consumer from Dane, WI, took the honor of being eBay’s first Black Friday shopper; the consumer bought racing car toys.

Consumers on the East Coast, though, were among the most active on Black Friday. The top ZIP codes for the highest sales volume on eBay for Black Friday were from Cambridge, MA (02142); Brooklyn, NY (11238); New York City, NY (10009); Miami, FL (33166); and Tampa, FL (33624).

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