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Is Thanksgiving Day the New Retail Star?

Posted on 12.09.2014

Traditionally, during Thanksgiving weekend Black Friday and Cyber Monday see the bulk of the e-commerce shopping traffic.

However, according to a recent blog post from Kenshoo that trend might have finally changed.

The data shows that retail clients leveraging the Kenshoo platform in both 2013 and 2014 saw an increase in both year-over-year (YoY) search spending and search revenue during Thanksgiving weekend. By diving deep into the data Kenshoo found that while Black Friday (24 percent spend increase compared to 42 percent revenue increase) and Cyber Monday (18 percent spend increase and 34 percent revenue increase) were both successful days for retailers with search revenue outpacing search spend neither were able to top Thanksgiving Day. In fact, on Thanksgiving Day overall search spend was up 49 percent and overall search revenue was up 54 percent.

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“Overall, paid search remains robust as the shopping season unfolds, with November 2014 clocking in with year-over-year upticks across nearly all key metrics including impressions, clicks, click-through rate, and conversions,” stated the Kenshoo blog post by Kelly Wrather, senior manager of content marketing. “Most markedly, advertiser revenue saw a healthy 34% bump this November when compared to last year.”

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