Top December Web Gainers: Shipping, Retail, Tax Sites Surge

January 22, 2010

This article is included in these additional categories:

Analytics, Automated & MarTech | Retail & E-Commerce

Americans flocked to retail and shipping sites during the end-of-year shopping frenzy, while holiday festivities also caused a surge in traffic to flowers/gifts/greetings and e-card sites, according to the monthly analysis of US web activity at the top-growing properties and site categories for December 2009 from comScore, Inc.

The analysis revealed that Tuesday, Dec. 15 was the heaviest online spending day of the year? -? and of all time? -? at $913 million, comScore said.

Holiday Shopping Spurs Retail Growth

Retail sites continued to climb in December as Americans scoured the web for deals. Among the top-gaining retail sub-categories were jewelry/luxury goods/accessories, sports/outdoor, and flowers/gifts/greetings sites, each growing more than 20% vs.? November 2009.

Jewelry/luxury goods/accessories sites attracted nearly 23 million visitors during the month, representing a 30% increase from November, comScore said. eBags, Inc. led the category with 2.9 million visitors (up 28%), followed by Coach.com with 2.2 million visitors (up 26 percent), Zale Corporation with 2.1 million (up 48%) and Kay Jewelers with 1.7 million (up 69%).

Sports/Outdoor sites grew to nearly 39 million visitors during the month, a 25% increase vs. November, led by eBay Sports US with 5.1 million visitors (up 21%), which was closely followed by Cabelas, Inc. with 5.0 million visitors (up 26%).

DicksSportingGoods.com grabbed the #3 position with 4.6 million visitors (up 39%), followed by SportsAuthority.com with 2.9 million visitors (up 29%). Dick’s also topped RetailMeNot’s November list of retailers for which consumers hope to obtain coupons.

Flowers/gifts/greetings sites saw a 23% gain, reaching nearly 39.8 million unique visitors in December. The AmericanGreetings Property led the category with 13.6 million visitors (up 18%), followed by Gifts.com with 6.8 million (up 49%), Hallmark with 5.6 million (up 46%) and 1-800-Flowers.com, Inc. with 2.9 million (up 48%).

Tax Sites Grow as Season Looms

Tax sites ranked as the top-gaining category during the month with nearly 6.4 million visitors, up 54% from November, as Americans began early preparation for tax season.

comscore-top-10-gaining-site-categories-percentage-change-unique-visitors-december-2009.jpg

Americans Rely on Shipping and e-Card Sites for Holiday To-Dos

Traffic to shipping sites spiked in December and reached an all-time 2009 visitation high as Americans rushed to ensure delivery of their gift purchases in time for the holidays. The category attracted 36.6 million visitors during the month, representing a 33% increase in traffic. UPS Sites led the category with 19.7 million visitors (up 51%), followed by The US Post Office’s site, USPS.com, with 15.9 million (up 40%) and FedEx with 12.6 million (up 36%).

comscore-top-10-gaining-properties-percentage-change-unique-visitors-december-2009.jpg

e-Card Sites were a popular way to send holiday cheer in December, with the category growing 29 percent to 31.7 million visitors. Among the most visited were Evite.com with nearly 8 million visitors (up 16%), AG interactive with 6.7 million (up 46%), MyFunCards.com with 5.7 million, and 123Greetings.com with 4.3 million (up 55%).

About the rankings: comScore will be excluding its of top 50 properties rankings and top 50 ad-focus rankings until May 2010 when its hybrid transition period (change in methodol0gy) concludes.

Explore More Articles.

Marketing Charts Logo

Stay on the cutting edge of marketing.

Sign up for our free newsletter.

You have Successfully Subscribed!

Pin It on Pinterest

Share This