Comscore Finds Consumers' Pre-Thanksgiving Interest in Online Retail Overshadowed Black Friday

Rhea-AI Summary

Comscore (Nasdaq: SCOR) reported a notable 22% increase in U.S. retail website visitation during Thanksgiving week 2020 compared to 2019. This surge was primarily driven by a 33% increase on the Monday and Tuesday before Thanksgiving, suggesting that retailers began promoting Black Friday deals earlier than usual. Although Black Friday's visitation grew by only 14%, it maintained a consistent share of 16% for the week. Engagement on retail sites also rose, with consumers spending 19% more time online, particularly boosted by a 136% increase in the Consumer Electronics sector.

Positive

• 22% increase in retail website visitation during Thanksgiving week 2020 compared to 2019.
• Significant 33% increase in visitation on the Monday and Tuesday before Thanksgiving.
• Retail site engagement rose, with average consumer time spent increasing by 19%.

Negative

• None.

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

FAQ

What was the percentage increase in retail website visitation for Comscore during Thanksgiving week 2020?

Comscore reported a 22% increase in retail website visitation during Thanksgiving week 2020 compared to the previous year.

How much did visitation increase on Black Friday 2020 according to Comscore?

Visitation on Black Friday 2020 increased by only 14% year-over-year.

What category saw the largest increase in retail site engagement during Thanksgiving week 2020?

The Consumer Electronics category saw a remarkable 136% increase in engagement during Thanksgiving week 2020.

What share of total retail visitation did Black Friday account for in 2020?

Black Friday accounted for 16% of total retail visitation during the week.

How did the pandemic affect online shopping behavior according to Comscore?

The pandemic led to more consumers shopping online, with significant increases in visitation and engagement on retail websites.