Each year we have seen big increases in traffic on Black Friday, but as we have grown it has been harder and harder to keep up the pace of growth. You can only grow 100% for so long. We thought we hit that wall in 2010 when our Black Friday scan growth was only 317% compared to 415% in 2009. Somehow we broke through not only our 2010 number, but also our 2009 record – scan volume on Black Friday this year was 535% higher than our baseline (the baseline is our average scan volume during the day). Here is a nice graph:
We wondered what product categories would increase the most on Black Friday so we compared data from the week before Black Friday, Thanksgiving and Black Friday itself:
Consumer electronics and toys did very well, but we were surprised by this year’s HUGE increase in video game scans – 2000% increase in scans compared to normal traffic times. Wow.
We also looked at how users compared between Android and iPhone. Normally Android users scan a lot more (almost double) than iPhone users. But on Thanksgiving iPhone users reached parity with Android users and by Black Friday the iPhone users put Android users to shame – doing a LOT more scanning. Here is a relative graph:
More to come…