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  • November 29, 2010

Week-End Trends: Black Friday messaging increased 67% YOY last week

Email activity and seasonal trends during the past week:

The Retail Email Index: Top online retailers sent each of their subscribers 4.1 promotional emails on average—just shy of an all-time record—during the week ending Nov. 26, 2010. That’s up 15% week-over-week, up 34% from where it was four weeks ago, and up 15% year-over-year.

Click to view the Nov. 26, 2010 Retail Email Index larger

The Retail Email Participation Rate: Friday, which was Black Friday, was the most popular day to send retail emails last week. While that wasn’t a surprise, the popularity of sending on Thanksgiving Day was to a degree. Because of the trend toward retailers promoting and making available their Black Friday deals on Thanksgiving, I had expected more volume on Thursday, but it definitely exceeded my expectations. There’s no doubt that Black Thursday is a trend that we’ll be seeing next year and beyond.

Click to view the Nov. 26, 2010 Retail Email Participation Rate larger

The Retail Email Seasonality Meter: The increase in Black Friday messaging this year is staggering. While last year only 19% of the emails during Thanksgiving week mentioned Black Friday, this year more than 31% did. That’s a 67% increase in year-over-year Black Friday messaging. Even so, the number of retailers sending promotional emails on Black Friday itself was unchanged from last year at 69%. Thanksgiving Day absorbed a significant portion of the increase in messaging.

Click to view the Nov. 26, 2010 Retail Email Seasonality Meter larger

Selling Seasons on the Horizon:
Christmas (12/25): Christmas 2009 Season Finale and the 2010 Retail Email Guide to the Holiday Season
New Year’s (1/1): New Year’s 2010 Season Finale
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