The American Nielsen/NetRatings of eCommerce Index published earlier today show that 22 per cent more home users conducted online holiday shopping the day after Thanksgiving as compared to the daily average for Monday through Thursday.
"For e-tailers, the Thanksgiving holiday week is critical to getting holiday shopping on track," said Mr Sean Kaldor, vice president of analytical services, NetRatings.
"Aggressive promotions have been used industry wide, including free shipping and day-after-Thanksgiving pricing specials."
The 22 per cent growth compares to a 27 per cent jump during last year’s post-Thanksgiving holiday shopping.
Friday-to-Friday growth comparing November 16 to November 23 posted a 32 per cent increase.
"These results suggest that Friday’s up tick was not as pronounced as it was a year ago.
"That said, Friday drew 32 per cent more shoppers than the prior Friday, which sets favorable expectations for the week as a whole," Mr Kaldor said.
Amazon claimed a majority of virtual department store shopping with 1.7 million daily unique visitors the day after Thanksgiving, up 33 per cent on last year while Wal-Mart drew 355,000 daily unique visitors, up 132 per cent, followed by Target, which attracted 312,000 daily shoppers.
"The Web has not lost its incredible power to attract consumers interested in wide selection, low prices and convenient shopping, particularly in the face of crowded malls," Mr Kaldor added.
"This is especially true of virtual department stores," said Kaldor.
Kmart attracted 227,000 shoppers, rising 227 per cent, while Sears drew 220,000 unique visitors, jumping 73 per cent.
Five of the six top virtual department stores find their roots in strong brick-and-mortar brands, with Amazon as the only exception.