Tuesday, November 25 2003
Retail is taking a bigger share of consumers’ attention on the Internet, growing to 6.74% of all retail traffic last week from 6.16% two weeks ago and from a low of 5.7% in mid September, reports research and online traffic monitoring company Hitwise.
Hitwise measures traffic to sites in relation to all Internet traffic. The largest increases in Internet traffic share occurred at flowers and gifts sites, up 8.64% from the week before; followed by:
• videos and games, up 8.57%
• computers, up 7.69%
• reward sites and shopping directories, up 6.76%
• appliances and electronics, up 6.25%
• sports and fitness, up 5.56%
• grocery and alcohol, up 5.26%
• toys and hobbies, up 5%
• department stores, up 4.88%
• music, up 4.35%.
Apparel and accessories was No. 13 on the list, up 2.27%.
Hitwise analyzed the flowers and gifts category and reports that traffic to flowers and gifts sites has grown 49% since the beginning of September and is at its highest level since Mothers Day. The top flowers and gifts sites, according to Hitwise, based on traffic, are Hallmark.com, ABC Distributing, 1-800-flowers.com, DaySpring Cards, Red Envelope, Collections Etc., Lakeside Collection, Swiss Colony, FTD and Personal Creations.
Hitwise reports that 63% of visitors to flowers and gifts sites were women and 69% accessed the sites from home.
It’s no surprise that as Christmas approaches, retail sites are scooping up a bigger share of consumers’ online time. Another research report, this one from Feedback Research, a division of marketing company Claria Corp., reports that 61% of online shoppers start their shopping more than 30 days before Christmas and 49% finish eight to 30 days before Christmas. In contrast, 65% do not complete their store shopping until the week before Christmas. Feedback Research surveyed a cross-section of 38 million Internet users.
