The start of the holiday shopping season propelled several Retail site categories to double-digit traffic gains in November and sent droves of shoppers to coupon sites, according to the monthly analysis of US online consumer activity from comScore Media Metrix.
Retail Category Traffic Soars from Holiday Shopping
Retailing dominated the top-gaining categories ranking for November as Americans went online in search of holiday gifts and deals, comScore said. Retail-Toys grew 24% to 31.3 million visitors during the month, led by Toysrus Sites with 15.4 million visitors (up 65%), Barbie , with nearly 4 million visitors (up 15%), and KB Toys with 2.6 million visitors (up 119%).
Black Friday and Cyber Monday deals spurred growth at Retail-Department Stores, which rose 20% to 80 million visitors in November. Walmart.com captured the top position in the category with 44 million visitors, an increase of 50% from October. Target Corporation rose 26 percent to more than 39 million visitors, followed by JCPenney Sites with 18 million visitors (up 39%) and Sears.com with 16 million visitors (up 76%).
The Retail-Consumer Electronics category increased 17% to 55.8 million visitors. BestBuy.com led the category with nearly 20 million visitors, a gain of 66% from the previous month. Circuit City Stores, Inc. followed in second with 15.4 million visitors (up 42%), while Walmart Electronics captured the #3 position, more than doubling to 9.5 million visitors. comScore noted that these increases were fueled by demand for Nintendo Wii systems, iPods and Garmin navigation systems.
Deal Hunting Sends Droves to Coupon Sites
Coupon sites ranked as the top-gaining category in November, surging 32% to 35.6 million visitors, as an uncertain economy and holiday deal searching led many Americans to seek coupons during the month, comScore said. Eversave.com led the category with 8.6 million visitors (up 20% from the previous month).
BlackFriday.info also saw strong gains, jumping nearly 1,500% to 5.5 million visitors in November.
“The current economic situation has caused retailers to slash prices and offer highly attractive offers, such as free shipping, to appeal to cost-conscious Americans this holiday season,” said Jack Flanagan, executive vice president of comScore Media Metrix. “With budgets a top concern for consumers, the ability to conveniently search the web to find the best prices has become an increasingly important part of the holiday shopping buying process, for both online and offline purchases.”
Top 50 Properties
Google Sites continued to lead as the most visited property in November with 147 million visitors, followed by Yahoo Sites with nearly 144 million visitors, and Microsoft Sites with 123.5 million visitors. The holiday shopping season caused several retailers to gain in the ranking including, Amazon Sites (up one spot to #8 with 63.5 million visitors), Wal-Mart (up seven spots to #15 with 47.4 million visitors) and Target Corporation (up six spots to #18 with more than 39 million visitors).
Top 50 Ad Focus Ranking
Platform-A led the November Ad Focus ranking, reaching 91% of the 190.8 million Americans online. Yahoo Network followed at 86%, and Google Ad Network captured the third position reaching 84% of Americans online. Traffic Marketplace moved up two spots to the sixth position reaching 75% of online visitors, while MSN-Windows Live jumped four spots to #19 reaching 59% of Americans.