Study: post-Thanksgiving online shopping jumps, but not as much as last year

The day after Thanksgiving was a boon to online catalogers this year—but not as big a boon as last year. According to a Nielsen/NetRatings Holiday eCommerce report, 22% more home Internet users shopped online the day after Thanksgiving this year than had shopped any of the three days prior to the holiday. But last year, online shopping had increased 27% the day after Thanksgiving.

Among the online stores that saw the greatest increase in traffic from Friday, Nov. 16, to the Friday after Thanksgiving were Kmart (a 227% increase), Target (a 152% boost), and Wal-mart (a 132% increase). While Amazon.com had the most visitors overall (1.7 million) the day after Thanksgiving, it saw a traffic increase of only 33%.

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