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BizReport : Ecommerce : February 04, 2016

Thanksgiving Day outstrips Black Friday in retail websites visits

In the two months to the close of 2015, Americans paid 11.5 billion visits to the top retail sites in the Hitwise Retail 500, a significant increase from the previous year.

by Helen Leggatt

New data released by Hitwise reveals that the 11.5billion visits to retail sites in November and December of 2015 was a 25% increase on the 2014 holiday season when 9.2billion visits were recorded.

For the first time, Thanksgiving Day produced the most visits to the top retail websites, more than on Black Friday. In fact, the seven days from the day before Thanksgiving through to the day after Cyber Monday, were the top seven day in terms of daily traffic.

It comes as little surprise to discover that the number one retailer was Amazon, which captured 34.5% of visits in November and December, up from 26.2% during the same period the previous year.

"Most of the top sites posted a growth in visits year-over-year despite the fact that many actually lost share due to the astronomical growth of Amazon," says Hitwise. "For instance, Walmart gained 13.8 million additional visits this December versus a year ago while going from a 7% share overall to 6%."

The top 10 retailers in terms of percentage of U.S. consumer visits during November and December 2015 are:

-, 34.5%
- Wal-Mart Stores Inc., 6.03%
- Target Corp., 3.18%
- Best Buy Co., 2.78%
- The Home Depot Inc., 1.69%
- Kohl's Corp., 1.69%
- Macy's Inc., 1.59%
-, 1.21%
- Fandango, 1.11%
- Lowe's Cos., 1.09%

Tags: Hitwise, holiday 2015, retail

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