Amazon is top U.S. retailer for holiday on Pinterest
New York — Amazon.com is the most popular U.S. online retail site when it comes to having web content shared on Pinterest, the pin-board style social network, in the run up to Christmas 2013. The findings come from a study by digital marketing software and services specialist Searchmetrics.
In a study of ten top U.S. retail sites, images and pages from Amazon.com are being shared most frequently on Pinterest, with Walmart and Apple taking second and third positions respectively.
Content from Amazon.com currently generates the highest average number of pins (shares) per week (16,360) on Pinterest, followed by Walmart.com (5,778) with Apple.com (3,871) taking third place.
In total 1,740,314 links to content on Amazon.com were found to have been pinned (shared) by Pinterest users at the time of the study (w/e November 29, 2013). Apple.com had received a total of 1,111,959 pins, followed by Walmart.com with a total of 529,992 pins identified.
To make it easier for people to share their online content, all of the ten retail sites in the study were found to have set up their own official Pinterest pages4 although the sears.com Pinterest page currently appears to be inactive with no content actually uploaded to the virtual ‘boards’ that have been created. QVC.com, led the way, with the highest number of Pinterest followers, with 42,683 compared to Walmart.com with 33,337 followers.
Many retailers have set up festive Pinterest boards and promotions to generate interest in their products in the Christmas run up. Walmart.com has set up ten separate holiday boards, covering entertaining, baking, gifts, dressing the tree and festive decorating. These include pins of festive content from other sites, including recipes and make up tips from shoppers’ own blogs, as well as promoting stock from its own site.
“Pinterest provides a powerful way of sharing content that increases engagement and helps retail brands develop closer relationships with their customers. While Amazon.com leads the way due to its strong online presence, retailers such as QVC seem to be investing heavily in using Pinterest to connect with consumers,” explained Marcus Tober, CTO and founder of Searchmetrics, which collects weekly data including an analysis of links shared on Pinterest and other social networks as part of its search and social analytics software.
“Successful use of Pinterest is not just about pushing your own content but being social and trying to share content that your followers on Pinterest might find useful or entertaining – even if it doesn’t produce a sale for you. Walmart seems to be particularly good at this, explaining why it has gained a significant number of followers on the social network. We’re also seeing retailers starting to get creative by running festive themed Pinterest boards and promotions linking their Pinterest with their other promotional activity such as band sponsorship as well coordinating with their other social channels,” added Tober.
November retail sales top estimates
Washington, D.C. – Retail sales in November increased a better-than-expected 0.7% seasonally-adjusted month-to-month, according to the U.S. Commerce Department. (The figure includes categories such as automobiles, gasoline stations, and restaurants.) Analysts were expecting sales to rise 0.6% in last month. The latest retail sales numbers were 4.7% above November 2012 numbers.
Sales, excluding automobiles, gas stations and restaurants, increased 0.6% seasonally adjusted month-to-month, and 3.9% unadjusted year-over-year, according to the National Retail Federation. Some of the biggest gains were by furniture, electronics and building materials retailers.
“Once again, consumers have demonstrated their ability to drive the economy forward,” NRF chief economist Jack Kleinhenz. “Although this holiday season will remain challenging for some retailers, today’s sales report bodes well for a solid holiday sales season, and may provide the foundation for accelerating economic growth and momentum in the New Year.”
Other findings from the November retail sales report include:
- Building material and garden equipment and supplies dealers stores’ sales increased 1.8% seasonally-adjusted month-to-month and 2.7% unadjusted year-over-year.
- Clothing and clothing accessories stores’ sales decreased 0.2% seasonally-adjusted month-to-month yet increased 4.4% unadjusted year-over-year.
- Electronics and appliance stores’ sales increased 1.1% seasonally-adjusted month-to-month and 8.0% unadjusted year-over-year.
- Furniture and home furnishing stores’ sales increased 1.2 percent seasonally-adjusted month-to-month and 9.4% unadjusted year-over-year.
- General merchandise stores’ sales increased 0.1% seasonally-adjusted month-to-month and 0.9% unadjusted year-over-year.
- Health and personal care stores’ sales were flat seasonally-adjusted month-to-month yet increased 4.5% unadjusted year-over-year.
- Nonstore retailers’ sales increased 2.2% seasonally-adjusted month-to-month and 6.5% unadjusted year-over-year.
- Sporting goods, hobby, book and music stores’ sales increased 0.1% seasonally-adjusted month-to-month and 5.5% unadjusted year-over-year.
Washington D.C.’s first two Walmarts
Last week Walmart made headlines when it opened two stores in Washington D.C., drawing a small group of protestors and countless customers. But it seems like these Walmart locations are not quite like the others. BuzzFeed compiled a list of 19 things that make D.C.’s first Walmart stores stand out from the rest.
Click here to read the list.