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Walmart beats Amazon in Black Friday searches

Kimberly Chin
Nov 28, 2022
Illustration of a cursor arrow with a retail price tag

Illustration: Annelise Capossela/Axios

Walmart was the most searched online retailer this Black Friday, besting e-commerce rival Amazon, according to data by ad tech firm Captify.

Why it matters: The research suggests budget-conscious shoppers are hungry for deals and they’re more likely to gravitate toward online retailers that are serving them discounts, especially in this inflationary environment.

The latest: Captify’s ranking of most searched retailers online during this period shows Amazon behind Walmart, Target and Kohl’s this year.

State of play: Amazon projected slower sales growth of 2% to 8% versus fourth quarter 2021.

Yes, but: Higher promotions and discounts could eat into retailers’ profits as they try to rein in excess inventory and win customers.

What we're watching: The data align with expectations that economic concerns could drive a muted shopping season.

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