Web Traffic Surges on Black Friday, Driving 32% More Clicks on Commerce-Related Content

Sep 19, 2017

Skimlinks, a content-to-commerce platform, released its annual analysis of online holiday shopping behaviors, traffic, and purchases, Holiday 2017 eCommerce Report. This report uncovers purchase-intent data from the company’s network of publishers including BuzzFeed, Refinery29, Conde Nast, The Wirecutter, and HuffPost, and reveals holiday trends publishers, merchants, and marketers can use to make decisions for the 2017 season.

This year’s report finds consumers increasingly turn to commerce-related editorial content as they look for the perfect holiday gifts. Analysis of last year’s traffic reveals that:

  • Black Friday online traffic surges 3x from the holiday average, driving 32% more clicks per day for commerce-related content.
  • Publishers experience a 15% increase in earnings-per-click and a 23% percent increase on conversion rates for commerce-related content.
  • The majority of Black Friday content is released in November and drive 85% of clicks.
  • Approximately 5% of clicks to Black Friday articles came from articles published as early as August, while 10% of clicks come from “evergreen” product articles published throughout the year.
  • Early October shows the first significant increase in Black Friday content with traffic doubling to an average of 11,000 clicks per day on October 9, 2016.
  • Although mobile is becoming more important, desktop remains the driving force for purchases through affiliate links. Desktop conversions were 61% higher on Cyber Monday and 50% higher on Black Friday than the holiday average.

For this report, Skimlinks aggregated page impressions, clicks, and commissions across Skimlinks network of more than 57,000 publishers on 1.5 million websites globally. The company examined traffic trends for all of 2016, the holiday season, and multiple important holiday shopping moments such as the Black Friday weekend. Skimlinks calculated various metrics and compared the performance of different dimensions such as traffic, conversion rates, and device type during the relevant shopping moments compared to the rest of the holiday season.