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.