PUMA is the consumer brand with the largest rise in web traffic over the festive period, according to a new study.
Marketing platform Ahrefs analysed web traffic data over the past decade from the top 500 global brands according to Brandirectory. Each website’s average organic traffic was analysed per month, with each brand ranked based on the percentage change in traffic during November to December compared to the rest of the year. Only consumer brands with average monthly traffic of over 500,000 were included in the study.
Table: The world’s top consumer brands with the highest increase in web traffic over the festive period
| Rank | Consumer Brand | Average Monthly Organic Traffic January – October | Average Monthly Organic Traffic November – December | Percentage change From November-December |
| 1 | PUMA | 994,571 | 1,061,916 | 6.77% |
| 2 | Nokia | 692,707 | 732,616 | 5.76% |
| 3 | Marshalls | 599,040 | 628,218 | 4.87% |
| 4 | Xiaomi | 9,890,625 | 10,326,467 | 4.41% |
| 5 | Cadillac | 755,124 | 782,953 | 3.69% |
| 6 | Edeka | 2,201,172 | 2,259,003 | 2.63% |
| 7 | AMD | 3,162,325 | 3,234,768 | 2.29% |
| 8 | Spotify | 58,169,721 | 59,439,342 | 2.18% |
| 9 | Ferrari | 1,477,683 | 1,508,949 | 2.12% |
| 10 | Taobao | 2,170,645 | 2,215,534 | 2.07% |
| 11 | Lowe’s | 23,635,464 | 24,061,107 | 1.80% |
| 12 | Purina | 835,384 | 849,661 | 1.71% |
| 13 | Uber | 5,257,368 | 5,344,272 | 1.65% |
| 14 | Electronic Arts (EA) | 7,339,594 | 7,460,608 | 1.65% |
| 15 | NVIDIA | 7,477,471 | 7,598,104 | 1.61% |
| 16 | TIM | 6,745,587 | 6,848,597 | 1.53% |
| 17 | Rogers | 835,049 | 846,955 | 1.43% |
| 18 | Bell | 855,498 | 867,651 | 1.42% |
| 19 | Xbox | 15,437,185 | 15,653,607 | 1.40% |
| 20 | Conad | 767,111 | 777,702 | 1.38% |
Puma tops the study with the highest rise in organic web traffic during the festive months of November and December. While the sports brand averages 994,571 visits each month during the first 10 months of the year, November and December see the traffic increase by 6.77 per cent to 1,061,916. Global sports giant Nike averages monthly web traffic of over 33 million, but the final two months of the year see the number drop by 2.19 per cent.
Nokia takes second spot in the study, with website visits rising by 5.76 per cent on average in November and December. The telecoms company averages organic monthly traffic of 732,616 in the final two months of the year.
American department store brand Marshalls ranks third. Web traffic averages 628,218 per month during November and December, a 4.87 pr cent increase compared to the rest of the year.
Chinese electronics company Xiaomi comes in fourth, with web traffic increasing 4.41 per cent in the final two months of the year. Traffic to the brand’s main website averages 9,890,625 from January to October, with the figure soaring by 4.41 per cent to 10,326,467 throughout November and December. Luxury car brand Cadillac places fifth with a 3.69 per cent rise in web traffic during the festive period, followed by German supermarket Edeka (2.63 per cent) and computer hardware company AMD (2.29 per cent).
Spotify secures eighth position, with visits to the streaming site’s web player increasing by 2.18 per cent in the final two months of the year. During November and December, the website averages organic traffic of 59,439,342. These figures also coincide with Spotify Wrapped, an end-of-year recap of the artists, genres, and songs each user has been listening to most that year. Luxury sports car manufacturer Ferrari and China’s online shopping platform Taobao round out the 10 brands with the highest rise in web traffic over the festive period. Visits soar by 2.12 per cent to 1,508,949 for Ferrari, while Taobao enjoys an increase of 2.07 per cent.
Electronic Arts sees a higher rise in web traffic than any other video company in the study. Publisher of titles like EA Sports FC, Madden, The Sims, Battlefield, the company sees an increase of 1.65 per cent in visitors to its website over the festive period. Monthly organic web traffic averages 7,460,608 in November and December, compared to 7,339,594 during the rest of the year. Of the video game console juggernauts, Xbox is the only one to experience an increase in web traffic during November and December. During this period, visits reach 15,653,607 per month, representing a rise of 1.40 per cent. Competitors PlayStation and Nintendo average web traffic of 22,436,759 and 10,415,118 during these months, respectively, but visits fall in comparison to the rest of the year. PlayStation has 0.25 per cent fewer visits, while Nintendo’s monthly traffic decreases by 1.05 per cent.
Tim Soulo, CMO at Ahrefs, commented on the study, “With the year coming to a close and people searching for gifts, festive decor, and great Black Friday deals, it is interesting to see which brands are benefitting most from this time of year. Amazon continues to dominate the online consumer landscape with 377,716,161 visits on average in November and December, a 0.38 per cent increase compared to January-October. Yet, due to its huge figures, the global marketplace doesn’t rank among the brands with the highest increase in web traffic, with smaller brands seeing a more significant rise in visits over the period.”
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