Combined, retail websites logged an 18 percent increase in traffic compared to a year ago. The comScore data ranks traffic growth for top retailers, although it does not provide numbers for individuate sites.
Leading online marketplace Amazon.com (NASDAQ:AMZN) logged the greatest year-over-year visitor growth rate buoyed by aggressive marketing and steep discounts that started days before traditional Black Friday sales began. The websites for brick-and-mortar retail giants Wal-Mart Stores (NYSE:WMT) and Best Buy (NYSE:BBY) logged the second- and third-highest year-over-year visitor growth rates for Black Friday. The websites for Target (NYSE:TGT) and Apple (NASDAQ:AAPL) filled out the fourth and fifth spots for the most year-over-year traffic growth.
ComScore chairman Gian Fulgoni expects Cyber Monday shoppers to spend as much as $1.5 billion this year, rounding out a record weekend for retailers. A survey conducted by BIGinsight puts the number of Americans set to shop online at 129.2 million, a 5.2 percent increase from 2011, and a 20.8 percent increase from 2010. Shoppers expected to use their mobile devices grew 14.4 percent from last year to 20.4 million.
The trend toward online retail growth seems obvious. Early data support expectations that e-commerce will continue to play an increasing role in the retail environment. As Shop.org executive director Vick Cantrell said, “Retailers have honed and improved their websites, mobile sites and social media outreach to be better than ever.”
Online spending is clearly ramping up quickly, but e-commerce is just posting its Black Friday billion while brick-and-mortar sales are estimated at over $11 billion for the same day. This Cyber Monday is lining up to set online retail records, but the day where online sales eclipse in-store sales is still a few years off.
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