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November 30, 2013

Holiday 2013 Same Store Sales - Black Friday Final.

Note: This is a regular feature published by ChannelAdvisor highlighting the Same Store Sales (SSS) across our wide range of thousands of retailers and billions in GMV.  Details on the SSS including background, methodology, disclaimers and schedule can be found in this post.  Our detailed Holiday 2013 schedule can be found here.

Today we are releasing the final day for Black Friday.  This is the second of the five days of Cyber Five:

13_nov_black_friday_cyber5

Some insights:

  • Amazon accelerated nicely y/y from Thaksgiving (30.7%) into Black Friday (34.7%) and performed well in the afternoon (yesterday's half time report had Amazon at 24.7% y/y growth so they made up a lot of ground through the rest of the day.
  • eBay saw the biggest day/day leap from 26% to 38% to ultimately grow faster than Amazon.  As mentioned in our half time report yesterday, eBay is benefiting from the scarcity of top electronics and toy items.
  • CSE saw a decrease from 30% to 18% from Thanksgiving->Black Friday.  CSE is a more research oriented channel than transactional so it makes sense that consumers were more research oriented on Thanksgiving and then went transactional on Black Friday.
  • GS declined from 145% to 126% - still a very strong showing.  We noted yesterday that for many queries for hard-to-find items, eBay was dominant in the GS listings.
  • Search declined from 37.7% to 13% - similar to CSE, search is more of a research tool vs. transactional.

In the device data we saw mobile (phone+tablet) get up to 39.6% of traffic - a bit higher than Thanksgiving's 39%.  Looking at the conversion rates and order %'ages the trend of consumers shopping on their phones, but buying on their tablets and computers is holding (at least for Search+CSE).

The 5.4% conversion rate for computers is one of the highest we've ever seen and really illustrates that consumers are clearly in buy mode.

Our next post will be tomorrow  (Dec 1) where we'll update you on Cyber Saturday's results.  We will be daily from here through the day after Cyber Monday.

This blog post was written by Scot Wingo, ChannelAdvisor CEO.

 

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