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  • November 21, 2010

Week-End Trends: Black Friday references twice last year's level

Email activity and seasonal trends during the past week:

The Retail Email Index: Top online retailers sent each of their subscribers a new year-to-date high of 3.5 promotional emails on average during the week ending Nov. 19, 2010. That’s up 5% week-over-week, up 14% from where it was four weeks ago, and up 22% year-over-year.

Click to view the Nov. 19, 2010 Retail Email Index larger

The Retail Email Participation Rate: Friday was the most popular day to send retail emails last week, but note that volume on Sunday was larger than Tuesday, Wednesday and Thursday.

Click to view the Nov. 19, 2010 Retail Email Participation Rate larger

The Retail Email Seasonality Meter: Black Friday messaging will skyrocket this week, most likely reaching well above last year’s level. During the past three weeks, references to Black Friday have been running twice what they were in 2009 as retailers have pushed “early Black Friday” deals that claim to be just as great as the deals that will be available this upcoming Friday.

Click to view the Nov. 19, 2010 Retail Email Seasonality Meter larger

Selling Seasons on the Horizon:
Thanksgiving (11/25): Thanksgiving 2009 Season Finale
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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