Walmart overtakes Amazon in shoppers’ search for Black Friday bargains

According to new research, Walmart is the top store for holiday shoppers.

According to Captify, the big box retailer is dominating online searches for Black Friday discounts as of Friday morning.

Amazon ranked first in Captify's survey of most searched retailers on Black Friday last year, but searches for Black Friday discounts on Walmart jumped 386% year over year. The world's largest e-commerce company was ranked fourth this year.

At a time when the holiday shopping season is expected to be more subdued than in the past, retailers are fighting for customers. Americans are expected to reduce their holiday shopping due to high inflation.

The National Retail Federation said it expects holiday sales to rise between six and eight percent from last year. During the months of November and December, online sales are expected to grow 2.5%, compared with an 8.6% increase a year ago.

The season may not be as bad as was predicted. On Thanksgiving Day, online sales increased by 3.0%. It is slightly higher than its estimates.

Black Friday is expected to bring in $9 billion in online sales, a 1% increase from the previous year.

Merchants on the platform saw a good start to the holiday season. According to the company, businesses who host their online stores on the platform were making over 1.5 million dollars per minute on Thanksgiving Day.