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November 24, 2006

Online Black Friday Shoppers Mostly Female Aged 25-34

posted by MR WAVETHEORY at 11/24/2006 06:31:00 AM
Hitwise recently announced that the market share of US Internet visits for the top five Black Friday advertising websites increased 167 percent for the week ending November 11, 2006 versus the same week last year. The websites showing the strongest growth were BlackFridayAds.com, up 456 percent and The Black Friday, up 425.

Black Friday is the nick name given to the day after Thanksgiving in the United States and the "official" kickoff to the Christmas shopping season. "Black Friday" was originally an inside term amongst retailers, as that was the day their books went from the red to the black. It consists of a combination of people being in the Holiday mood following Thanksgiving, and stores offering tremendous bargains on a number of items for a couple of hours. This year's sale falls on November 24th, and most "door buster" offers run from 6am-11am, while others run throughout the weekend.

The Black Friday advertising website receiving the largest market share of US Internet visits for the week ending November 11, 2006, was Black Friday Advertisements which received 37.65 percent of US Internet visits to the top five Black Friday sites. Black Friday @ GottaDeal.com was the second, followed by Black Friday.info.

Hitwise Clickstream data show that each of the five Black Friday sites sent more than 50 percent of downstream traffic to websites in the Hitwise Shopping and Classifieds category, suggesting that users are finding deals on the Black Friday sites and then linking to retailer websites for more information.


Market Share

Percent of Downstream Traffic to Shopping & Classifieds Websites

Black Friday Advertisements



Black Friday @ GottaDeal









Black Friday Ads



Source: Hitwise

Note: Data based on market share of visits for the week ending 11/11/06 from a sample of 10 million US Internet users

LeeAnn Prescott, research director, Hitwise, said "Consumers have clearly caught on to the idea of planning their Black Friday shopping by using the Black Friday websites to find the best deals for holiday gifts..."

Visitors to the Black Friday advertising websites were predominantly females aged 25-34, according to Hitwise. For the four week ending November 11, 2006,

* 67% of visitors to Black Friday @ GottaDeal were female
* 60% to BlackFriday.info
* 65% to BlackFridayAds.com,
* 56% to BFads.net
* 62% to The Black Friday

Visitors between the ages of 25 and 34 were largest age group for visitors to BlackFriday.info, BlackFridayAds.com, Black Friday @ GottaDeal.com, and BFads.net, comprising between 36 and 41 percent of visits for the four weeks ending November 11, 2006.

The Black Friday website had 38 percent of its visits coming from those aged 18-24, and only 31 percent of visitors age 24-34.

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