Visits to retail websites increased during the 2010 holiday season, with Black Friday being the highest traffic day. Apparel experienced a 25% increase in December visits. Larger retailers captured more market share. Search was the largest driver of traffic, increasing 27% year-over-year from social networking sites like Facebook. Affluent consumers used search to find discounts and deals. Electronics were the most searched products, with tablets, e-readers and video games topping lists and seeing increases over the previous year.

1. 2010 Holiday Retail Recap
January 12, 2011
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2. Today’s Discussion
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3. Key Traffic Trends
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4. Visits increased to Retail 500 during 2010 holiday season
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5. Comparison shopping tools and large retailers
topped the fast growing websites for visits in Dec
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6. Apparel & Accessories and Flowers & Gifts
experienced highest gain in traffic during December
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7. Flash Sales & Private Shopping Clubs increased in
popularity during December
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8. Visits to Flash Sales & Private Shopping Clubs
increased throughout the holiday season
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9. Online Holiday Shoppers
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10. Visitors to Retail 500 largely mirror US population
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11. HH income of visitors unchanged from last year
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12. Upscale America and Affluent Suburbia represent
the largest share of visitors to Retail 500
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13. Top retailer rank high for visits along with footwear
& sneakers for the Struggling Societies segment
Share of Visits to
Retail 500 from
Struggling Societies
Share of Visits to
Website from
Struggling Societies
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14. Key Drivers of Traffic
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15. Upstream traffic to the Retail 500 increased from
Social Networking and Multimedia websites in Dec
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16. Referrals from Social Networking and Forums
increased throughout the entire holiday season
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17. Consumers often visiting retailers immediately after
Facebook
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are based upon
custom analysis

18. Downstream traffic to Retail 500 from Email peaked
on Thanksgiving and Black Friday
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19. Retailers receive the highest share of traffic from
Rewards & Directories on Thanksgiving
Rewards &
Directories
Filtered to include Retail 500
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20. Downstream traffic from Search Engines to Retail
500 peaked on Black Friday
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21. Volume of Black Friday related searches similar to
previous holiday season
3%
52%
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22. Searches for retailer coupons and discount codes
continue to grow
+13%
+27%
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23. Majority of consumers continue to find coupons &
codes on aggregator websites
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24. Significant share of searches for retail coupons &
discount codes from affluent households
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upon custom analysis

25. Searchers for retail coupons & discount codes more
likely to visit many of the top-trafficked websites
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25
upon custom analysis

26. iPads/iPods, Kindles, Nooks and Xbox 360 Kinect
were the top product searches to increase YoY
Filtered to exclude names of retailers
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27. Electronics also dominated the internal searches on
Target.com throughout the holidays
*Search terms are based upon
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custom analysis of internal 27
searches on Target.com

28. Searches for Consumer Electronics continued to
grow during the holiday season
11%
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29. Amazon & Best Buy captured a higher share of
searches for specific consumer electronics
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30. Many consumers hope to exchange or sell gift
cards during the post Holiday season
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31. Key Takeaways
 Visits increased to Retail 500 during 2010 holiday season and Black Friday
was the top day for traffic, followed by Thanksgiving and Cyber Monday. The
Apparel category experienced the highest growth in December with an
increase of 25% in visits. Larger retailers also continued to capture additional
market share.
 Search remains the key driver of traffic to retailers and represented 28% of all
upstream traffic in December. Traffic referrals from the Social Networking and
Forums category increased 27% YoY due to the continued growth of the
category and popularity of Facebook.
 Affluent consumers were among the budget-conscious shoppers turned to
search to find discounts & deals during the holiday season, searches for
retailer branded coupons increased 13% YoY.
 Electronics reigned supreme among products with searches for tablets,
electronic readers and consoles & video games topping the lists this year with
increases over the previous holiday season.
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