Uniregistry’s latest new gTLDs .christmas and .blackfriday seem to have stumbled out of the gates, both amassing fewer than 500 registrations in their first full day of general availability.
In today’s zone files, .christmas has 501 names and .blackfriday has 445. Those numbers include dozens of sunrise registrations. They both went to GA on Tuesday afternoon UTC.
As you might expect, the .christmas zone comprises a mix of brands and generic words and phrases related to retail and travel. It’s a similar state of affairs in .blackfriday.
What there do not appear to be are large numbers of product categories registered, suggesting that domainers feel that the new gTLDs fail Uniregistry CEO Frank Schilling’s own Toilet Paper Test.
That’s where one judges the potential popularity of a TLD by putting the string “toiletpaper” at the second level.
Domainer Mike Berkens appears to have picked up a handful of decent-looking names, including santatracker.christmas (NORAD’s Santa tracker got 19.58 million unique visitors last year) and whatiwantfor.christmas.
Schilling himself paid $90,000 — half the price of a new gTLD application fee — for blackfridaysales.com back in 2010. In November 2009, Kevin Ham’s blackfriday.com purportedly took 18 million visitors.
Neither Uniregistry TLD appears to be available currently at Go Daddy, despite the two companies’ reported distribution deal.
.christmas and .blackfriday are notable because they’re the first TLDs to launch that are tied to specific calendar dates. Those dates are of course several months away.
I have a feeling that it may prove tough to build up sustainable buzz for these TLDs.
Even if they’re used by big brands in marketing campaigns this year, which is of course by no means assured, it’s still going to take another year to figure out whether they’ve captured the imagination of their target markets.
In an industry of long plays, these could be two of the longer ones.