The Comscore figures are out for November 2014 and we can see the winners and losers across the top 30 retailers with online presence. For some the effect of Black Friday and heavy ad support raised their website traffic levels and no doubt these created greater sales.

Amazon and Argos remained No.1 and No.2 with Apple dropping and Tesco rising. Even though John Lewis’ Penguin ad was everywhere it didn’t lift them higher, but electrical/digital/entertainment products were stronger than clothing further down with Currys and AVG moving into the top ten and Very, Ticketmaster, Netflix and Game all much stronger elevated mid-table.

Sainsbury’s was the biggest faller with Debenhams, but the two highest movers were Screwfix and who launched its first TV campaign and moved from 48th to 27th y-o-y.

Black Friday was heavily supported with both online and offline advertising, but those spending most heavily online and TV were the winners it would seem, at least on the traffic front. The majority of these sites have spent time and money on responsive websites viewable across devices and invested in apps, however, 2015 will see many up the anti with websites that learn a user’s browsing behaviour and be more tailored to their returning visits. Personalisation will be one of the major buzz words of 2015