The top five retailers with most online transactions on Thanksgiving, Black Friday were….
The top 50 retailers in the United States processed an estimated 39.8 million transactions online over the holiday weekend spanning Thursday, November 23 through Sunday, November 26, according to Hitwise.
The top two days were Black Friday, followed closely by Thanksgiving, when those same retailers processed 13.0 and 12.5 million online transactions, respectively. As a benchmark, the top 50 retailers processed 5.0 million and 4.7 million transactions online on the 16th and 17th of November, respectively, one week before Thanksgiving and Black Friday.
Amazon handily won the both peak days processing 5.6 million transactions on Thanksgiving Day, and another 7.1 million on Black Friday. Walmart, which came in second both days, processed 1.7 million transactions on Thanksgiving and 1.1 million on Black Friday. Best Buy, Target and Kohl’s rounded out the top five on both Thanksgiving and Black Friday.
“While the majority of the top retailers processed more transactions online on Black Friday, some retailers actually did better on Thanksgiving Day,” said John Fetto, senior analyst, research and marketing, Hitwise. “For instance, SamsClub.com and GameStop.com both processed more than twice as many transactions on Thanksgiving Day than it did on Black Friday. Big box retailers, including Walmart, Best Buy, Target, Staples, Costco and more, also processed more transactions on Thanksgiving Day than on Black Friday, indicating that shoppers moved to transact online as most retailers were closed part of all of the day on Thanksgiving.”
In terms of conversion rate (the share of visitors to a site that ultimately made a purchase), OldNavy.com did the best on Black Friday with 9.1% of visitors making a purchase. SamsClub.com saw the biggest difference in conversion rate between Thanksgiving and Black Friday (2.9% versus 1.6%).
Other retailers with considerably higher conversion rates on Thanksgiving than Black Friday include Lowes.com, Microsoft.com, GameStop and BestBuy.com. On Black Friday, Apple.com saw their conversion rate more than double from 0.7% on Thanksgiving to 1.7%. Sephora.com, Menards.com, Overstock.com and LLBean.com also saw much better conversion rates on Black Friday than Thanksgiving.
Report: Walmart closing in on Amazon in price war
Walmart is making moves to regain its “low price leader” title — and giving Amazon a run for its money.
Walmart spent the year focused on initiatives that can keep its prices more competitive against brick-and-mortar rivals — now efforts are paying off online. By shrinking the gap across a broad range of product categories online, the discounter is close to matching Amazon’s prices for the first time, according to Reuters.
Based on a price study conducted for Reuters by Market Track, as well as interviews with pricing experts, retail consultants, vendors and company sources, prices at Walmart.com are now only 0.3% more expensive than Amazon. By comparison, Walmart’s online prices were 3% higher than Amazon’s on average in the first 350 days ending Nov. 7, 2016.
Market Track’s study analyzed prices of 213 products in 11 categories over a period of 700 days ending Nov. 7, 2017.
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Amazon has crucial lead in key holiday category
When it comes to toys and games, Amazon’s breadth of assortment far outdistances its competitors.
Amazon has over six million items in its toys and games category, according to a report by Boomerang Commerce that compares the top retailers’ pricing, promotion and assortment of this holiday season’s popular toys and games. Walmart maintains the U.S. retail world’s second-broadest assortment, with fewer than a million. Target offers just over 16,000 items.
In one analysis of a basket of popular toy items, Walmart had a 75% product overlap with Amazon. Target had a 30% overlap with Amazon, and Toys“R”Us had a 29% product overlap.
In Boomerang’s 2015 and 2016 reports, Target lagged in competitive pricing. This year, the retailer has risen to become the most competitive in terms of pricing for this sample of toys. For the basket of popular items on Amazon, Target was only 5% more expensive than Amazon, whereas Jet was 8% more expensive, and Toys“R”Us and Walmart were 13 percent more expensive.
The report also found that supply chain chain issues vex Jet, Walmart and Toys “R” Us. Although Walmart and Jet had the greatest overlap with the sample of Amazon’s products, Walmart was out of stock on 16% of the most popular items, and Jet was out of stock on 20% at the time of our analysis. This was also the case at Toys“R”Us where 22% of the most popular matched items were out of stock.
“Based on data from Boomerang Commerce’s analysis, Amazon’s strategy is to closely monitor every major retailers’ holiday pricing, which makes consumers the real winners in the holiday shopping season,” said Boomerang Commerce CEO Guru Hariharan. “The toys category is a strong indicator for which retailers are up for the challenge and which fall short. This season’s winners will need to accelerate efforts to compete with Amazon on pricing, product assortment, product availability and customer service.”