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Black Friday Winners and Losers – Tyson Stockton // Searchmetrics


Episode Overview:

Join host Ben for a special edition of Winners and Losers, Black Friday 2020 with Searchmetrics’ Director of Services Tyson Stockton. Together they review this year’s Black Friday findings, the impact on the U.S. economy and how companies fared this year.

In-store spending was expectedly down this year 51.2% compared to previous years although overall conversions rose 22%. The rise is attributed to more online traffic, which big box retailers saw the most benefit from. Q4 online sales are expected to rise even higher than Black Friday as we continue into the holiday season while regions of the U.S. go back into lockdown due to record coronavirus infection rates.

Amazon experienced a stellar Black Friday this season as they established their presence early, owning much of the rankings for the default Black Friday keyword. Walmart, Home Depot and eBay trailed behind Amazon but also saw significant growth from last year. Niche sites like Etsy also saw significant growth in the single digits compared to last year.

Unfortunately, brick-and-mortar shops and mom-and-pop shops without online shops and businesses suffered the most this season due to lack of an online presence and COVID-19 restrictions.