Thanksgiving & Black Friday Paid Search Performance: Spend & Clicks Rise Significantly

Early Industry Reports Forecast Strong Online Holiday
November 22, 2011
Black Friday Online Sales Wrap-Up
November 29, 2011

Thanksgiving & Black Friday Paid Search Performance: Spend & Clicks Rise Significantly


Performics’ analysts have been crunching Black Friday numbers and findings include:

  • Thanksgiving Day saw the biggest increases in activity: paid search spend up 128% and clicks up 87% year-over-year
  • Black Friday saw paid search spend up 120% and clicks up 65% YoY
  • CPCs steadily increased throughout the week, rising 34% YoY on Black Friday
  • Mobile was over 20% of Google paid search clicks on Thanksgiving Day and Black Friday. Performics predicts that mobile paid search will make up 25.4% of all clicks (desktop + mobile) in December 2011.

Matt Miller, SVP of Strategy & Analytics noted, “While the effects of the recession are not over for retailers, we take the increased search activity as an indicator of pent-up demand for goods this holiday. However, the new post-recession shopper is researching online and on their mobile devices more than ever, to find the right combination of quality and price. Many of our clients this year took advantage of the early opportunity and increased their budgets accordingly to capture this demand.”

Dan Parks, Associate Director, Strategy & Analytics said, “We’ve never seen such clear evidence that searching for holiday shopping is happening earlier and earlier each year. Clicks are up significantly, and we saw a very significant increase in the percentage of clicks from mobile devices indicating true cross-channel shopping. In fact, recent data from Performics’ 2011 Social Shopping Study indicates 62% of people conduct competitive price searches on a mobile device while in a retail location. Retailers with strong mobile websites are in a good position to engage and convert shoppers who are on the go.”

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