Black Friday & Cyber Monday2011

How Google deals with ecommercequeries

www.francknlemba.com

What is « black Friday » ?

What is « cyber Monday »?

Players

Top 5 retail websites on « black Friday »

• Each of the top 5 retail sites achieved double-digit gains in visitors vs. Last year.

comScore

Top dedicated sites to « black Friday »

• Consumers turned to Black Friday sites to conduct research in advance of the day’s event

Ebay

• Ebay provided a special design on its homepage on monday

Amazon

• Amazon ranks #1 among online retailers on black Friday! « Amazon led the pack with 50% more visitors than any other retailer »

This bloc probablyhelped deals

hunters !

Best Buy

• Best buy, one of the leading brand on serps this year offered savings in a bigrange of products

Demand

Queries group

• Roughly there are 5 groups of searchers!www.francknlemba.com/2011/04/comment-google-va-determiner-le-but-dune-recherche

Searchers intents

• Searchers who used these 2 queries obviously had « commercial intent »

This happensevery year

« Show me product i couldbuy »

People looking for forecasts

Type of products

• Searchers who used these 2 queries obviously had « commercial intent »

It seems like electonicssearchers where very active these 2 days

Most trending keywords

• Searchers generally used « black Friday » in their queries 50 million americans visited online retail sites on Black friday

Twitter trends 1/2

• « black Friday » trends reported a higher volume of tweets vs. cyber Monday’s

Twitter trends 2/2

• Twitter users started to talk about « cyber Monday » on Sunday and conversation reached a pick early on tuesday

Social impact

• Best buy leverage their facebook skills by setting an event page to offeradvantages to fans first

Very interestedfans and potential

buyers!!!

Social impact

• Walmart enhance the power of cyber Monday with facebook updates

Google results for commercial intent queries

Google results

• For this type of searches, it seems like google promotes dedicated websites

• Without any surprises, these sites contain deals, ads, exclusive online sales…

Google results

• The links profile of top Black Friday websites is full of top domains pointing to them(data from OSE showing linking root domains of www.blackfriday.info

Google results

Key figures

Real time sales black friday

• Online consumers were most active on black Friday between 6 am to 2 pm according to IBM

Online sales

• $12,7 billion has been spent online making a 15% increase versus correspondingdays last year

source: comScrore, US retail e-commerce spending; first 25 days of november

$ 10.00

$ 10.50

$ 11.00

$ 11.50

$ 12.00

$ 12.50

$ 13.00

2010 2011

$ 11.09

$ 12.74

November 1-25

• 38% of black Friday sales came from online sales source: NRF, december 2011 holyday season

38%

62%

Online sales

Offline sales

« Its clear that heavypromotionnal activity had a

positive impact on bothchannel » comScore

chairman, Gian Fulgoni

Online channel influence on retails sales is growing …

Online sales

• Online spending on Friday grew by 26% vs 2010 to over $800 million Source: comScore

$-

$ 100.00

$ 200.00

$ 300.00

$ 400.00

$ 500.00

$ 600.00

$ 700.00

$ 800.00

$ 900.00

2010 2011

$ 648.00

$ 816.00

Black Friday (Nov 25)

Online sales