Top 50 October Websites: Halloween, Holiday Shopping Drive Traffic

November 20, 2009

This article is included in these additional categories:

Analytics, Automated & MarTech | Paid Search | Retail & E-Commerce | Search Engine Optimization | Uncategorized

A handful of lighthearted October holidays boosted traffic to flowers/gifts/greeting-card sites in October 2009, while online retail sites also saw surges from shoppers hoping to get a jump on holiday purchases, according to (pdf) the most recent data from comScore’s Media Metrix service.

Lighthearted Holidays

According to the data, e-cards sites saw a seasonal boost in traffic with the celebration of Halloween, Boss’s Day and Sweetest Day during the month of October. The e-Cards category attracted 21.9 million Americans during the month, representing a 15% increase from September, making it the top-gaining category for the month, comScore said.

Evite.com led the category with more than 6.7 million visitors, up 9% from September 2009. MyFunCards.com grabbed the #2 position with 5.9 million visitors (up 48%), followed by AG Interactive with 3.6 million (up 18%) and 123Greetings.com with 2.5 million (up 19%).
The Flowers/Gifts/Greetings category grew to nearly 30 million visitors during the month, a 14-percent increase vs. September, led by AmericanGreetings,? with 10.3 million visitors. Partycity.com ranked #2 in the category with 4.4 million Americans, up 147%, as visitors searched for Halloween costumes and party accessories.

Hallmark.com grabbed the #3 position with 2.7 million visitors, followed closely by Gifts.com with more than 2.6 million (up 22%) and Build-A-Bear Workshop, Inc. with? two-million visitors, a 20% increase.

Despite the absence of a major religious or national holiday, October is consistently a high-activity month for gift and retail sites, according to Jack Flanagan, EVP of comScore.

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Halloween Spurs Growth at Apparel Sites

The search for the perfect Halloween costume and a pre-holiday increase in clothing purchases was responsible for an October surge in apparel-site visits. Overall, the category grew 9% vs. September, according to comScore. BuyCostumes.com ranked #1 and more than doubled its audience to 9.1 million visitors. LimitedBrands placed #2 with 5.8 million visitors, followed by Zappos.com (5 million visitors), OldNavy.com (4.9 million visitors), and Celebrate Express
Inc. (4.3 million visitors).

Toy Site Visits Rise as Winter Holidays Approach

Though overall site visits did not change significantly over September 2009 numbers,? toy sites grew 9% during the month as some parents got an early start on holiday gift ideas, comScore said.? Toysrus Sites led the category growing 24% to 8.1 million visitors. The LEGO group attracted 3.4 million Americans, followed by Disney Shopping with 2 million visitors and AmericanGirl.com with 1.3 million visitors.

The month also saw big increases in sites such as General Motors, BuddyTV and the website for the US Centers for Disease Control – presumably because of interest in the H1N1 pandemic and preparedness.

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Top 50 Properties

Google Sites ranked as the #1 property in October with 164 million visitors, followed by Yahoo Sites with 158 million visitors and Microsoft Sites with 133 million visitors, according to comScore. Facebook.com held its #5 ranking with 97 million visitors, while Amazon Sites and Wikimedia Foundation Sites both jumped in the rankings, grabbing the #8 and #9 positions, respectively.

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Top 50 Ad Focus Ranking

As it has in the past, AOL Advertising led the October Ad Focus ranking reaching 91% of Americans online. Yahoo? Network ranked second, reaching 88% of the population, followed by Google Ad Network with an 87% reach. Fox Audience Network climbed 3 positions to the #6 ranking with a reach of 80%.

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