Tucker Johns wrote an article on gtldstrategy.com, A FairWinds Blog about how new gtlds are affecting Black Friday marketing. Tucker gave mention to the new .blackfriday and .Christmas strings from Uniregistry and took a look at how the top 100 online retailers are using new gtlds.

From the article:

To check how the top 100 online retailers, as ranked by Internet Retailer, have adopted these new strings, FairWinds checked their brand names in both .BLACKFRIDAY and .CHRISTMAS and found some interesting results.

Of the publication’s top 100 retailers:

• Only 17 have registered their brand names in .BLACKFRIDAY, and only 14 have registered their brand names in .CHRISTMAS.
• 9 of the 17 brands who have registered in .BLACKFRIDAY and .CHRISTMAS are among Internet Retailer’s top 20 online retailers
• 8 and 4 brands that rank between 21-100 on the Internet Retailer list have registered in .BLACKFRIDAY and .CHRISTMAS, respectively

Luckily for brands, very few third parties have registered these names either, and the pages that are registered (JCPenney.BLACKFRIDAY or Gilt.CHRISTMAS) either resolve to parked pages or don’t resolve at all. Brands might be losing out on a small number of potential visitors by not registering in these gTLDs, but at least there is no damaging or infringing content to worry about. However, it is important to note, it still possible for third parties to send emails (such as phishing scams) from these domain names, which is why consumers should always scrutinize emails coming from unfamiliar addresses.

Read the full article on the gtldstrategy.com