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  • December 1, 2008

Week-End Trends: Black Friday boosts Index 14% to new YTD high

Email activity and promotional trends during the past week:

The Retail Email Index rose 14% to a new year-to-date high of 311 during the week ending Nov. 28, 2008, and is up 32% from where it was four weeks ago. The Index score indicates that the top 100 online retailers sent more than 3.1 promotional emails each on average last week.

Click to view the Nov. 28, 2008 Retail Email Index larger

The Retail Email Participation Rate: Friday was the most popular day to send retail emails last week, edging out Monday. Last year only 41% of retailers sent emails on Black Friday, so this year’s 58% participation rate was a huge increase.

Click to view the Nov. 28, 2008 Retail Email Participation Rate larger

The Retail Email Seasonality Meter: Retailers were much more active this year on Black Friday, although most retailers still refer to their Friday sales as After-Thanksgiving sales rather than Black Friday sales. We also saw our first references to Cyber Monday on Friday.

Click to view the Nov. 28, 2008 Retail Email Seasonality Meter larger

Other things referenced by retailers: “buy now, pay later,” toys, winter sports, coats/jackets, cashmere
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