Target dominates holiday paid-search traffic, turns focus to Gen Z

Target store
Target is jumping into 2017 with a new plan to grab the attention of digital-savvy shoppers.

Target received about 30% of all paid-search traffic for the top 10 product keywords during the 2016 holiday season, according to SimilarWeb. Target's domination was more than 2.5 times the traffic of the next highest retail site,, which garnered 11% of the share.

SimilarWeb's results, based on visits to the top 100 U.S. shopping sites between Nov. 1 and Dec. 27, suggests that Target won nine of the top 10 terms, while Walmart only bid on six and eBay on just four terms.

Other websites in the top 10 for paid-search traffic include: Toys R Us, 10%; eBay, 9.8%; Amazon, 7.1%;, 5.9%; Macy's, 5.3%;, 4.1%; Best Buy, 3.4%; Apple, 2.5%; and others, 10%.

Not surprisingly, most of the top 10 keywords for the season were electronics-related, minus the search for "ugly Christmas sweater," which came in at No. 9. Target did particularly well with Nintendo products, as its e-commerce site got the largest share of paid visits from all three of the most-searched Nintendo products over the 2016 holiday season.

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Not wasting any time post-holiday, Target is jumping into 2017 with a new plan to grab the attention of those shoppers conducting research on digital channels. Attempting to reach out to that digital-savvy group, Target will launch a new clothing brand, Art Class, on Jan. 22, geared toward the 86 million teens and tweens of Generation Z.

Following in the footsteps of Cat & Jack, a Target children's line that launched in July and is projected to bring in more than $1 billion its first year, Art Class will initially sport 100 clothing items and accessories for kids ages 4 to 12. However, Art Class is supposed to be more curated to appeal to a group that is always on social media and looks to Instagram for fashion trends.

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