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Online retail sites see traffic surge in November

Jewelry category has 15 percent visitor growth

December 29, 2009
The jewelry/luxury goods/accessories online retail category saw 15 percent unique U.S. visitor growth in November.

Reston, Va.--Online retail sites experienced significant traffic growth in November as the holiday shopping season officially kicked off, according to the latest report from ComScore Inc.

Among the top-gaining online retail categories were toys, consumer electronics and department stores, each growing more than 30 percent compared with October.

Toy sites attracted 27.4 million Americans during the month, representing a 33 percent increase from the previous month. Consumer electronics sites grew to 52.8 million visitors during the month, a 32 percent increase versus October.

Online department stores also saw a 33 percent gain, reaching nearly 81 million unique visitors in November. Walmart led the category with 46.2 million visitors (up 62 percent), followed by Target with 38.8 million visitors (up 43 percent), Sears with more than 19 million visitors (up 36 percent), J.C. Penney with 15.4 million visitors (up 34 percent) and Macy's with 12.7 million visitors (up 38 percent).

Top 10 gaining online retail categories by percentage change in unique U.S. visitors

Total Internet audience
Oct. 2009: 198,218
Nov. 2009: 201,139
Change: 1%

Toys
Oct. 2009: 20,546
Nov. 2009: 27,384
Change: 33%

Department stores
Oct. 2009: 62,226
Nov. 2009: 80,853
Change: 33%

Consumer electronics
Oct. 2009: 39,913
Nov. 2009: 52,820
Change: 32%

Mall
Oct. 2009: 14,195
Nov. 2009: 17,867
Change: 26%

Consumer goods
Oct. 2009: 21,872
Nov. 2009: 26,938
Change: 23%

Jewelry/luxury goods/accessories
Oct. 2009: 15,327
Nov. 2009: 17,662
Change: 15%

Sports/outdoor
Oct. 2009: 27,152
Nov. 2009: 31,208
Change: 15%

ComScore measures the digital world and is a preferred source of digital marketing intelligence. For more information, visit the company's Web site, Comscore.com/CompanyInfo.
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