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Walmart beats Amazon in search of buyers for Black Friday deals

walmart That’s top of mind for holiday shoppers hunting for Black Friday deals, according to new research.

Big box retailers are dominating online searches for Black Friday discounts as of Friday morning, according to an advertising technology company. To arrestWhich tracks over 1 billion searches per day from websites globally.

Searches for Black Friday discounts at Walmart grew 386% year over year, leapfrogging the rival retailer Amazon, which ranked first in Captify’s survey of the most searched retailers on Black Friday last year. This year the world’s largest e-commerce company ranked fourth behind target And Cole’srespectively.

Retailers are battling for shoppers’ eyeballs and wallets at a time when the holiday shopping season is expected to be more subdued than in years past. Americans are expected to scale back their holiday shopping this year as sky-high inflation erodes their spending power.

The National Retail Federation said it expects holiday sales to rise between 6% and 8% during November and December compared to last year, once the effects of inflation decline. According to Adobe Analytics, online sales during the months of November and December are projected to increase by 2.5% to $209.7 billion, compared to an 8.6% increase from a year earlier.

Early indications suggest that the weather may not be as gloomy as predicted. Adobe Analytics said online sales on Thanksgiving Day rose 2.9% year-over-year to $5.29 billion. That’s slightly higher than its projections for growth during the overall holiday season.

According to Adobe, Black Friday is expected to increase $9 billion in online sales, up 1% from last year.

Shopify merchants saw a solid start to the holiday period. Businesses hosting their online stores on Shopify were generating $1.52 million per minute on Thanksgiving Day, according to the company.

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