What’s not surprising is the fact that Amazon dominated Black Friday. Of course, they’ll continue to be a leader for years to come in overall sales and performance during this annual tradition. But the scales have tipped so far in their favor that their dominance in 2017—strictly from an online sales perspective—was shocking to even us here at Dealerscope.
According to data supplied to Dealerscope via email by Hitwise, the top 50 retailers in the U.S. processed some 39.8 million transactions online over the holiday weekend that spanned Thanksgiving through Sunday. Black Friday and Thanksgiving were far and away the most successful days of the weekend with 13.0 million and 12.5 million online transactions processed respectively. Amazon won both days handily, processing 7.14 million and 5.64 million on Friday and Thursday.
Those are big numbers, but understanding what they represent tells an even more impressive story for the ecommerce giant. Amazon’s share of all online transactions on Thanksgiving was 45.1 percent, more than triple that of the next-closest online retailer (Walmart.com, 1.74 million transactions, 13.9 percent) and more than the rest of the top 10 combined. Amazon had an even greater portion of Friday’s online transactions with a 54.9 percent share. Walmart, again number two on the list, had 1.139 million transactions on Black Friday for an 8.8 percent share.
It’s important to note that transactions, according to Hitwise, really just means total number of customers who checked out online. Each transaction, then, could include multiple items or a single item.
What’s interesting about the two charts above is that, looking at the numbers, some online retailers actually performed better on Thanksgiving Day as opposed to Black Friday. Thinking about the nature of the two shopping days, it does make sense—more consumers are going to be relaxing at home where it’s more convenient to shop online on Thanksgiving Day as opposed to Black Friday. But just how much more successful they were in some cases is worth calling out: GameStop.com and SamsClub.com each saw twice as many transactions on Thanksgiving than they did on Black Friday.
Conversion rates were also impressive for Amazon, though it did get beat out on each day by several retailers. On Thursday, Shutterfly.com’s 8 percent conversion rate—meaning the percentage of customers who visited the site and ultimately made a purchase—topped Amazon’s 6.6 percent. On Black Friday, OldNavy.com (9.1 percent), Shutterfly.com (8.5 percent), and LLBean.com (8.3) all topped Amazon (7.7 percent).