Americans are getting more serious about their online holiday shopping as Black Friday approaches. According to aggregate e-commerce figures from HookLogic, which runs an ad network on retail sites like Walmart, Target, Best Buy and Macy’s, traffic to product pages was up 53 percent in the week beginning Monday, November 16, as compared to the baseline established in October. Compared with the previous week, traffic was up 15 percent.
Meanwhile, the folks visiting those product pages were increasingly likely to move from browsing to buying. HookLogic says the conversion rate was up 71 percent compared with the baseline period and up 10 percent from the week before.
What were they buying? If their search behavior on these sites was any indication, electronics — especially TVs — are hot items, according to the company’s listing of top 20 non-branded search terms. Other electronics of interest include “laptop,” “tablets” and “laptops.” Shoppers also seemed focused on gussying up their homes for expected holiday visitors, searching for “Christmas trees,” “curtains,” “bedding,” “TV stand,” “coffee maker,” “desk,” “rugs,” “christmas ornaments” and “area rugs.”
This traffic and searching activity is happening most often on mobile devices, the company says. As in previous weeks measured, mobile traffic came in ahead of desktop traffic. HookLogic expects this trend to continue as shoppers traveling for the holidays become more dependent on their smartphones.
Each week throughout the holidays, Marketing Land is publishing retail data from the previous shopping week in collaboration with HookLogic, as part of our Holiday Retailer coverage.
Comments