Nielsen has posted some mixed statistics regarding Black Friday’s online shopping results. It’s mixed because while traffic growth was roughly 10% year-over-year for the same day, it was 12% the previous year. Adam Ostrow also noted growth of 27% back in 2004 - he deferred to maturation of the internet.

I don’t think the results were impressive enough, and since Nielsen chose to stuff this report under “PR” they had to do a little song and dance. The show tune was the week-on-week results they presented. Comparing online sales on the Friday prior to Thanksgiving to the Friday after Thanksgiving is about as useless as it gets.