On both Black Friday and Thanksgiving this year, the top 500 retail websites recorded decreases in their share of US visits year over year, according to Experian Hitwise.

The share of US visits to those retail sites fell a full 15% on Thanksgiving Day 2009 from Thanksgiving 2008 levels, and on Black Friday their traffic share was down 9% from a year earlier.

However, traffic to Black Friday websites (those that point to Black Friday deals) on Black Friday 2009 was up 9% from last year—though the day before, on Thanksgiving, visits to Black Friday sites was down 4% from a year earlier, Hitwise said.

Retail Traffic on Black Friday

Black Friday traffic to the top 500 retail websites was up 4% from the previous day (Thanksgiving) this year.

For the second consecutive year, Amazon was the most visited retail website on Black Friday 2009, this year receiving 13.55% of US visits among the top 500 retail websites, followed by Wal-Mart (11.18%), Target (5.65%), and BestBuy (4.62%).


Among the top 20 websites this year, the following were to top 3 in traffic growth between Black Friday and Thanksgiving:

  • Visits to Apple increased 110%.
  • Visits to Staples increased 47%.
  • Visits to Dell increased 40%.

Traffic from Black Friday Websites

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E-tail Traffic Down Black Friday, Thanksgiving

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