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Direct Response Marketing

Two Big Days, Billions of Bucks

5 Dec, 2012 By: Doug McPherson


SAN FRANCISCO – We now know the three most popular words consumers typed into their search engines on Monday, November 26: “cyber Monday deals.” Google says, that with more than 1 million searches that day, it was the top search query on google.com.

Searches for the term “Cyber Monday” rose 400 percent in the U.S., compared with the same time the week before.

And analysts report those searches are led to improving sales. IBM says online sales rose 24.1 percent during the early morning hours on Cyber Monday and up to 25.6-percent better by midday compared with 2011. IBM reports the number of consumers using a mobile device to visit a retailer’s site rose 22.4 percent early Monday, but dropped slightly to 21 percent by midday.

Not to be outdone, spending online during black Friday surpassed $1 billion for the first time, according to comScore – a staggering 26-percent jump over last year.

So far for the holiday season, consumers have spent $13.7 billion online, a 16-percent increase year-over-year. And all told, 57.3 million U.S. shoppers visited online retail sites on Black Friday, an increase of 18 percent versus a year ago.

Thanksgiving Day, which has traditionally been a lighter day for online holiday spending, achieved a healthy 32-percent increase to $633 million. Amazon.com ranked as the most visited online retail site on Black Friday while also posting the highest year-over-year visitor growth rate among the top five retailers.

What are folks buying? Digital content and subscriptions lead as the top-growing online retail product category – up 29 percent versus a year ago. Demand is strong for digital books, audio and video content.

Toys are also selling well, gaining 27 percent, followed by consumer packaged-goods (23 percent), video game consoles and accessories (18 percent), and consumer electronics (18 percent).

And if you’re a DR marketer attempting to get your product on Wal-Mart’s shelves, keep trying: The No. 1 U.S. retailer on Google’s search engine was – imagine that – Wal-Mart.


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