DoubleClick reports that search engine marketing conversion rates almost doubled over those seen last year around the Thanksgiving shopping weekend. While costs per click remained about the same, DoubleClick's Performics clients saw an 85 percent rise in click traffic and a 98 percent rise in conversion rates over those measured around last year's equivalent "Black Friday." Return on investment increased 88 percent.

The firm also reported that shoppers generally were more likely to put items into online shopping carts and were 13 percent more likely to go ahead and buy items they'd already carted. Those two variables were the chief factors leading to significant e-commerce growth over last year's holiday figures, although the average purchase price actually decreased.