Report: Online Retailers See A 30% Increase In Site Traffic During Thanksgiving Week

According to a report from marketing technology provider BrightTag, online retailers experienced a 30 percent increase in  traffic volume on the Monday preceding Black Friday this year, compared to the same day in 2012.

BrightTag says the gains in shopping traffic were most likely the result of retailers sending Black Friday promotions a full week prior to Thanksgiving week, a stretch of days that now includes the biggest shopping weekend on record.

Processing data for more than 1,000 clients, BrightTag says it measures online traffic volume for a selection of the world’s largest brands. The firm says this year’s online traffic increases mimicked that of 2012 at the start of the month, but began to diverge from last year’s patterns beginning on November 22, “Perhaps most interestingly, this year Black Friday shopping traffic began to increase on the evening of the previous Friday.”

BrightTag says its data shows that by the time Thanksgiving arrived, site traffic volumes had doubled since the start of the month.

Traffic volume continued to increase with site’s seeing triple the traffic by Black Friday and quadruple the traffic on Cyber Monday.

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Amy Gesenhues

Amy Gesenhues was a senior editor for Third Door Media, covering the latest news and updates for Marketing Land, Search Engine Land and MarTech Today. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs, SoftwareCEO, and Sales and Marketing Management Magazine. Read more of Amy's articles.