Web Performance Industry Benchmarks

Thanksgiving 2020:  The Fastest and Slowest Retail Websites

By Blue Triangle on November 27, 2020
Blue Triangle

Blue Triangle provides digital teams with a connected view of their marketing, web performance, and third-party tag analytics while keeping your site protected with a Content Security Policy (CSP).

With Blue Triangle’s platform, teams can quickly understand, improve, and secure their digital experiences, resulting in increased online sales, optimized purchase paths, and greater protection from malicious activity.

 

FastCompany recorded a $3.7 billion spend online during the 2018 Thanksgiving holiday. In 2019 Thanksgiving sales beat the previous year with $4.2 billion spent, a 14.5% increase over 2018. This year the trend continued, according to TechCrunch Thanksgiving sales jumped 21.5% coming in at $5.1 billion.

With COVID on the rise a number of major retailers kept stores closed this Thanksgiving, but continued to run sales on or even before Thanksgiving. This makes online retail more important than in past years, and site performance extremely important so retailers can avoid outages. 

Thanksgiving2020 copy

Blue Triangle retailer customer traffic 11/26 2:00am - 11/27 12:am

 

Outages and slow experiences result in lost sales. Below we see how conversion rate drops as users experience a slower and slower web page.

 

conversion rate by page load time gif-1

 

Methodology:

This year we are focusing on two critical web performance metrics - Page Load Time and Time to Interactive.

 

Page Load Time


The amount of time required for the server to load the page completely, including content, images, JavaScript, CSS, and other external files.

 

Time to Interactive


The amount of time it takes for the web page to become fully interactive. This is a Google Lighthouse metric, and is weighted heavily in Google's PageSpeed Score (v5) calculation. The below report is based on Home Page measurements run by Blue Triangle's Synthetic Monitoring, taken from 5 US locations.

 

Leading Retailers

Time to Interactive

Site
11/25
11/26
Delta
% Change
Site: Nordstrom
Wed 11/25: 0.85
Thanksgiving: 0.86
Delta:.01
% Change: 1.17%
Site: Apple, Inc.
Wed 11/25: 1.42
Thanksgiving: 1.50
Delta:.08
% Change:5.6%
Site: WalMart
Wed 11/25: 1.95
Thanksgiving: 2.48
Delta:1.16
% Change:27.2%
Site: Amazon
Wed 11/25: 2.27
Thanksgiving: 3.11
Delta:.84
% Change:37.0%
Site: Staples
Wed 11/25: 2.79
Thanksgiving: 3.28
Delta:.49
% Change:15.6%
Site: Dell Technologies
Wed 11/25: 3.87
Thanksgiving: 3.36
Delta:-.51
% Change:-13.2%
Site: Wayfair
Wed 11/25: 4.16
Thanksgiving: 3.62
Delta:-.54
% Change:-13.0%
Site: Lowe's
Wed 11/25: 3.65
Thanksgiving: 3.63
Delta:-.02
% Change:-0.5%
Site: Macy's
Wed 11/25: 3.48
Thanksgiving: 3.67
Delta:19
% Change:5.5%
Site: The Home Depot
Wed 11/25: 3.74
Thanksgiving: 4.01
Delta:.27
% Change:7.2%
Site: Walgreens
Wed 11/25: 4.12
Thanksgiving: 4.86
Delta:.74
% Change:18.0%
Site: Newegg
Wed 11/25: 3.79
Thanksgiving: 4.09
Delta:.3
% Change:8.0%
Site: Best Buy
Wed 11/25: 3.67
Thanksgiving: 4.27
Delta:.6
% Change:16.3%
Site: Williams-Sonoma
Wed 11/25: 3.50
Thanksgiving: 4.54
Delta:1.04
% Change:29.7%
Site: Office Depot
Wed 11/25: 5.08
Thanksgiving: 4.93
Delta:-.15
% Change:-3.0%
Site: Nike
Wed 11/25: 4.95
Thanksgiving: 4.97
Delta:.02
% Change:0.4%
Site: Target
Wed 11/25: 5.22
Thanksgiving: 5.13
Delta:-.09
% Change:-1.7%
Site: PetSmart
Wed 11/25: 4.98
Thanksgiving: 5.18
Delta:.20
% Change:4.0%
Site: Kroger
Wed 11/25: 5.88
Thanksgiving: 5.33
Delta:-.55
% Change:-9.4%
Site: Estée Lauder
Wed 11/25: 22.22
Thanksgiving: 22.84
Delta:-.62
% Change:-2.8%

 

Page Load

Site
11/25
11/26
Delta
% Change
Site: Nordstrom
Wed 11/25: 0.43
Thanksgiving: 0.43
Delta: 0
% Change: 0
Site: Walmart, Inc.
Wed 11/25: 1.05
Thanksgiving: 1.54
Delta:.49
% Change:47.0%
Site:Apple, Inc.
Wed 11/25: 1.51
Thanksgiving: 1.57
Delta:.06
% Change:4.0%
Staples
Wed 11/25: 1.94
Thanksgiving: 1.92
Delta:-.02
% Change:-1.0%
Site: Kohl's Corp
Wed 11/25: 1.92
Thanksgiving: 1.97
Delta:.05
% Change:2,6%
Site: The Home Depot
Wed 11/25: 2.23
Thanksgiving: 2.23
Delta: 0
% Change: 0
Site: Macy's, Inc.
Wed 11/25:2.08
Thanksgiving: 2.28
Delta:.10
% Change:9.6%
Site: Williams-Sonoma, Inc.
Wed 11/25: 2.40
Thanksgiving: 2.35
Delta:-.05
% Change:-2.3%
Site: Amazon
Wed 11/25: 2.47
Thanksgiving: 2.58
Delta:.11
% Change:4.5%
Site:Wayfair
Wed 11/25: 2.71
Thanksgiving: 2.59
Delta:-.20
% Change:-4.4%
Site: Dell Technologies
Wed 11/25:2.70
Thanksgiving:2.81
Delta:.11
% Change:4.1%
Site: Lowe's
Wed 11/25:2.94
Thanksgiving:2.86
Delta:-.08
-% Change:2.7%
Site: Nike
We3d 11/25: 3.78
Thanksgiving: 3.53
Delta:-.25
% Change:-6.6%
Site: Best Buy
Wed 11/25: 3.39
Thanksgiving: 3.74
Delta:.35
% Change:10.3%
Site: Walgreens
Wed 11/25: 4.08
Thanksgiving: 4.13
Delta:.05
% Change:1.2%
Site: Target
Wed 11/25: 4.42
Thanksgiving: 4.27
Delta:-.07
% Change:-3.4%
Site: PetSmart
Wed 11/24: 4.34
Thanksgiving:4.27
Delta:-.14
% Change:-1.6%
Site: Kroger
Wed 11/25: 6.91
Thanksgiving: 6.77
Delta:-.14
% Change:-2.0%
Site: Costco
Wed 11/25: 7.01
Thanksgiving: 6.98
Delta:-.03
% Change:-0.4%
Site: Office Depot
Wed 11/25: 6.64
Thanksgiving:6.99
Delta:.35
% Change: 5.3%

 

The Fastest Digital Commerce 360 Top 500 Retailers

 

Time to Interactive

Site
TTI (sec)
Site: Shoplet.com
TTI(sec):0.30
Site: Summit Racing Equipment
TTI(sec): 0.67
Site: J. Hillburn
TTI(sec): 0.83
Site: Nordstrom
TTI(sec): 0.86
Site: Performance Bike
TTI(sec): 0.96
Site: Bissel
TTI(sec): 1.00
Site: Adore Me
TTI(sec): 1.02
Site: 123Stores
TTI(sec): 1.04
Site: CARiD
TTI(sec): 1.06
Site: RockAuto
TTI(sec): 1.11
Site: Buy Costumes
TTI(sec): 1.13
Site: Tactics
TTI(sec): 1.17
Site: Skinit Acquisition LLC
TTI(sec): 1.23
Site: Graze
TTI(sec): 1.25
Site:Karmaloop.com
TTI(sec):1.26
Site:JetPens.com
TTI(sec): 1.29
Site: CabinetParts.com
TTI(sec): 1.43
Site: VIN Check Pro
TTI(sec): 1.47
Site: School Outfitters
TTI(sec): 1.48
Site: Apple
TTI(sec):1.50

 

Page Load

Site
Page Load
Site: Performance Bike
Page Load(sec):0.35
Nordstrom
Page Load(sec): 0.43
Site: PetFlow
Page Load(sec): 0.51
Site: Sennheiser Electronic GMBH
Page Load(sec): 0.59
Site: BaubleBar
Page Load(sec): 0.84
Site: Spreadshirt
Page Load(sec): 0.85
Site: Dollar Tree Inc.
Page Load(sec): 0.85
Site: Away
Page Load(sec): 0.87
Site: Under Armour
Page Load(sec): 0.89
Site: J. Hillburn
Page Load(sec): 0.90
Site: Moosejaw
Page Load(sec): 0.90
Site: Rock Auto
Page Load(sec): 0.91
Site: CabinetParts.com
Page Load(sec): 0.91
Site: Autotrader
Page Load(sec): 0.92
Site:Alibris
0.93
Site:Indochino
Page Load(sec): 0.95
GNC Holdings
Page Load(sec): 0.97
Site: ShoeMall
Page Load(sec): 0.98
Site: MidwayUSA
Page Load(sec): 1.06
Site: Road Runner Sports
Page Load(sec):1.08

 

The Slowest Digital Commerce 360 Top 500 Retailers

 

Time to Interactive

Site
TTI (sec)
Site: Estée Lauder
TTI(sec):22.84
Site: Duluth Trading Company
TTI(sec): 12.29
Site: MM.Lafleur
TTI(sec): 8.59
Site: GlassesUSA
TTI(sec): 7.35
Site: The Children's Place
TTI(sec): 7.21
Site: Buckle
TTI(sec): 7.12
Site: Miles Kimball
TTI(sec): 7.27
Site: Chicos
TTI(sec): 7.02
Site: Hanes Brands
TTI(sec): 6.97
Site: School Specialty
TTI(sec): 6.68
Site: Hot Topic
TTI(sec): 6.53
Site: Casper
TTI(sec): 6.51
Site: Databazaar.com
TTI(sec): 6.50
Site: Ulta
TTI(sec): 6.47
Site:HP
TTI(sec):6.22
Site:Sundae Muse
TTI(sec): 6.09
Adidas
5.98
Site: Brownells Inc.
TTI(sec): 6.05
Site: Fresh Direct
TTI(sec): 6.02
Gemvara
TTI(sec):6.01

 

Page Load

Site
Page Load
Site: Estée Lauder
Page Load(sec):40.65
Site: Hanes Brands
Page Load(sec):16.26
Site: Monoprice
Page Load(sec): 14.48
Site: Duluth Trading Company
Page Load(sec):12.00
Site: Casper
Page Load(sec): 11.19
Site: Knife Center
Page Load(sec): 10.83
Site: CD Universe
Page Load(sec): 9.58
Site:Jewelry Television
Page Load(sec): 9.32
Site: Traeger Grills
Page Load(sec): 9.27
Site: Sears
Page Load(sec): 9.25
Site:Fresh Direct
Page Load(sec): 9.02
Site: MVMT Watches
Page Load(sec): 8.50
Site: SelectBlinds.com
Page Load(sec):8.36
Site: Ulta
Page Load(sec): 8.08
Site:Barneys
Page Load(sec):7.78
Site:Miles Kimball
Page Load(sec): 7.27
Site: Meijer, Inc.
Page Load(sec): 7.21
Site: Belk
Page Load(sec):7.18
Site: Diesel
Page Load(sec):7.14
Site: QVC
Page Load(sec):7.11

 

See where the top US retailers stack up weekly: Access the Retail US Benchmarks

 

Stay up to date