Black Friday Shopping and Mobile Traffic Experience Record Breaking Surge Across Major Retail Sites, According to HookLogic

HookLogic sees mobile peak at 71% of ecommerce traffic on Thanksgiving across top retailer sites

NEW YORK — More shoppers flocked to major retail sites on both Thanksgiving and Black Friday 2015 than ever before, according to HookLogic—the leader in performance marketing for brands, which sees over 43 billion ecommerce searches a year. HookLogic, whose platform includes a network of leading retailer sites like Walmart, Target, Best Buy, and Macy’s, reports that Thanksgiving ecommerce traffic and conversions were up 2.7x and 4.2x, and Black Friday traffic and conversions were 4.5x and 6.2x respectively compared to the October daily average.

HookLogic saw the new ‘Mobile Moment’—the biggest share in mobile ecommerce traffic at 7am EST on Thanksgiving, coming in at 71% (vs. desktop at 29%), indicating many consumers were likely shopping from their beds when they woke up. Mobile traffic stayed high throughout Thanksgiving Day, as shoppers had their phones at hand. On Black Friday, mobile shopping hit an average of 60%, indicating there may have been both online and in-store activity.

“We’re excited for our brand advertisers and retail partners this holiday season as they see massive online and mobile sales lifts,” said HookLogic CEO Jonathan Opdyke. “Our retail network has seen a ton of momentum going through the weekend, and we expect to see the biggest Cyber Monday yet. Our analysts will report that outcome on Tuesday, so stay tuned.”

From an hourly shopping perspective, conversions were the highest (9.8x the daily average) at 12pm EST on Black Friday. Traffic spiked one hour prior at 6.9x the average, indicating massive browsing and researching that quickly converted to the ‘buy’ button. The UK saw the rise of the ‘Midnight Shopper,’ who drove ecommerce traffic an astounding 330x greater than a typical 1am hour. UK retailers have succeeded in driving new shopping behavior on Black Friday.

About HookLogic

HookLogic, the pioneer of performance marketing for brands, partners with the world’s leading retailers and online travel agencies to accelerate sales for product brands and hotels. Advertisers use the platform to reach in-market shoppers, drive traffic to products, and attribute resulting sales. Network partners and advertisers include Walmart, Target, Best Buy, Macy’s, Expedia, Priceline, Hasbro, Intel, LG, L’Oreal, Mondelez, Philips, Microsoft, and Marriott. HookLogic is headquartered in New York, with offices in Ann Arbor, Mich.; Santa Monica, Calif.; and London. For more information, please visit or call (646) 467-8200.