RESTON, Va., Dec. 10, 2020 /PRNewswire/ -- Amid the
continuing COVID-19 pandemic, new research from Comscore (Nasdaq:
SCOR), a trusted partner for planning, transacting and evaluating
media across platforms, found that more U.S. consumers are flocking
to online retail for their holiday shopping than ever before:
year-over-year visitation to retail websites during the week of
Thanksgiving in 2020 (Monday, November
23 through Sunday, November
29) was up 22% compared to Thanksgiving week in 2019
(Monday, November 25 through
Sunday, December 1).
Interestingly, Comscore research found that this year-over-year
growth was driven not by an influx of online shopping on Black
Friday, but rather by a sharp increase in the days preceding
Thanksgiving. In 2020, retail website visitation on Black Friday
was up only 14% year-over-year, while the Monday and Tuesday
before Thanksgiving both saw year-over-year increases of
33%.
This pre-Thanksgiving spike could partially be due to retailers
pushing deals traditionally reserved for Black Friday earlier than
in prior years. The 2020 retail holiday season seemed to kick into
gear with Amazon's delayed Prime Day celebration on October 13 and 14. Soon after, many
retailers started announcing Black Friday deals that ran through
the entire month of November.
Examining Black Friday's share of the week's visitation, Black
Friday accounted for 16% of the week's total retail visitation this
year, similar to 2019's 17%. This share of visitation
trend was consistent across key retail categories like Apparel
(18% of weekly visitation), Department Stores (19% of weekly
visitation), and Food/Grocery (11% of weekly visitation).
Comscore research also found that retail site engagement, or
time spent on retail sites, increased during Thanksgiving week 2020
compared to Thanksgiving week 2019. Overall, the average consumer
spent 19% more minutes on retail websites than in 2019, largely
driven by a huge 136% increase in the Consumer Electronics
category.
Comscore will continue to monitor these trends and provide
ongoing insights on its Coronavirus Insights Hub. To learn
more about how Comscore can help measure digital audiences for all
content types, please contact us.
About Comscore
Comscore (NASDAQ: SCOR) is a trusted
partner for planning, transacting and evaluating media across
platforms. With a data footprint that combines digital, linear TV,
over-the-top and theatrical viewership intelligence with advanced
audience insights, Comscore allows media buyers and sellers to
quantify their multiscreen behavior and make business decisions
with confidence. A proven leader in measuring digital and TV
audiences and advertising at scale, Comscore is the industry's
emerging, third-party source for reliable and comprehensive
cross-platform measurement. To learn more, visit
www.comscore.com.
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SOURCE Comscore