Black Friday beats Prime Day on a number of metrics, study says

Last week, Amazon hosted its first-ever Prime Day where it gave its ‘Prime’ members access to unprecedented deals in honor of its 20th birthday.

The online retailer boasted of global order growth increasing 18 per cent on Prime Day compared to last year’s Black Friday, but data from ad tech firm Magnetic shows that overall, the day after Thanksgiving might still be the preferred shopping event of the year among consumers.

Search volume for Black Friday last year was nearly 4.5 times higher than Prime Day, according to Magnetic’s study.

During the week leading up to Black Friday, it said search volume was nearly seven times higher than Prime Day searches.

It also noted that product searches for Black Friday, such as television and laptops, saw spikes in search volume three to five days prior to the event as opposed to just one day ahead of Prime Day.

In addition, there were nearly six times as many unique users searching for Black Friday terms than there were searching for Prime Day terms during the week leading up to each event.

Soo Jin Oh, SVP, data business & ad operations for Magnetic, commented: "While Amazon drew many comparisons between "Prime Day" and "Black Friday," it will be difficult for them to ever exceed Black Friday, as it comes with decades of tradition. Prime Day was very much geared towards promoting Amazon's own subscription service, and many of the deals promoted their own products, such as the Kindle. This kept the day very contained within the Amazon environment, and may have contributed to the consumer disappointment that was expressed across social media."

The findings were compiled based on a sampling of searches from Magnetic’s data pool across e-commerce, shopping comparison, and vertical sites.

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Minda Smiley

Minda Smiley is a reporter at The Drum covering creativity and advertising. Based in Philadelphia, she primarily covers independent agencies and B2B marketing. She also oversees The Drum’s “Independent Influence,” a weekly series that spotlights the work, perspectives and inspirations behind independent agencies. During her time at The Drum, she has covered industry events including SXSW, ANA Masters of Marketing, 4A’s Transformation and C2 Montréal. She is a graduate of the City University of New York’s Graduate School of Journalism.

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