Walmart is overtaking Amazon in shoppers’ search for bargains

It will take a few weeks to know the spending trends after the holidays, says CNBC's Repko

Walmart is the most important thing for holiday shoppers looking for Black Friday deals, according to new research.

As of Friday morning, the major retailer is dominating online searches for Black Friday discounts, according to advertising technology company Captify, which tracks more than 1 billion daily searches across websites worldwide.

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

Retailers are fighting for shoppers’ eyes and wallets at a time when holiday sales are expected to be more subdued than in recent years. Americans are expected to pull back from their Christmas shopping this year as skyrocketing inflation weighs on their purchasing power.

The National Retail Federation expects November and December holiday sales to rise between 6% and 8% year-on-year, down when the impact of inflation is factored in. According to Adobe Analytics, online sales are expected to grow a meager 2.5% to $209.7 billion in the months of November and December, compared to an 8.6% increase a year ago.

Early indications are that the season may not be as gloomy as predicted. Online Thanksgiving sales grew 2.9% year over year to $5.29 billion, according to Adobe Analytics. That’s slightly higher than estimates for growth throughout the holiday season.

According to Adobe, Black Friday is expected to bring in $9 billion in online sales, up 1% year over year.

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

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