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BizReport : Research : December 26, 2006


Toys, Books Highest Growing Online Shopping Point

According to new research, toys and video games are fastest growing product category in the Holiday eShopping Index. That category grew 49% from 2005 to 2006. Books and consumer electronics were also fast growers in ’06.

by Kristina Knight

Nielsen//Netratings tracked visits to online shopping hubs for the week ending December 10th and found the shopping as a whole increased by nearly $100 million from $469 million in 2005 to $563 million in 2006. The findings also indicate that online shoppers are looking for specific items, likely hoping to cut down on time in crowded stores.

After toys/video games, books/music/videos were the second-fastest-growing category with 46% growth year over year (YoY). Consumer electronics ranked third with 26% growth.

Online auctioneer eBay led shopping destination points with 34.2 million unique visitors (12% growth) this holiday season. Amazon.com ranked second with 25 million unique visitors (2% growth) and WalMart.com ranked third with 13.9 million unique visitors (21% growth). Target (25% growth) and Overstock.com (13% growth) also saw increased traffic and buying this season.

Those top destination points may have competition heading into 2007, because they were not even close to the fastest-growing holiday shopping destination points in 2006.

MySimon.com ranked first with fastest growth with 124% growth, Columbia House had 118% growth from 2005 and 1800Flowers.com saw 98% growth from 2005.

The study tracked online shopping in the United States from home and work.

Tags: online revenue, online shopping, online spending










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  • You can't really say this steady increase in online shopping is unexpected. We as a society get lazier and lazier each year for one thing, so conveniences such as shopping from home on the computer are only going to gain more and more prominence as more people become exposed to the advantages of shopping online. Personally, I think shopping from online is one of the few things that better to do on your computer (as oppossed to say downloading a movie and watching it as oppossed to actually going to the theatre). You get to avoid lines and traffic. You get to browse and your leisure. You save wear and tear on your feet and legs from walking all day. It's easy to find whatever you want etc. Plus, small electronic goods like cds, dvds, video games and toys etc. that are easy to indentify online (rather than say a certain bedroom suite) are going to continue to dominate the percentage of sales for the foreseeable future. You would think chains like Wal-Mart and Target would promote their online retail availability more heavily as they are already trusted brand names that people would feel secure doing online business with. I still can't really think of a good reason why they haven't. Even department speficic stores like Best Buy and Circuit City would benefit by reminding customers that you can shop under their brand from the comfort of your own home more often. It wouldn't surprise me if in 50 years all shopping is done online and there are no longer actual stores, only big warehouses to hold all of the goods waiting to be shipped -- but that's a different story altogether.

  • You can't really say this steady increase in online shopping is unexpected. We as a society get lazier and lazier each year for one thing, so conveniences such as shopping from home on the computer are only going to gain more and more prominence as more people become exposed to the advantages of shopping online. Personally, I think shopping from online is one of the few things that better to do on your computer (as oppossed to say downloading a movie and watching it as oppossed to actually going to the theatre). You get to avoid lines and traffic. You get to browse and your leisure. You save wear and tear on your feet and legs from walking all day. It's easy to find whatever you want etc. Plus, small electronic goods like cds, dvds, video games and toys etc. that are easy to indentify online (rather than say a certain bedroom suite) are going to continue to dominate the percentage of sales for the foreseeable future. You would think chains like Wal-Mart and Target would promote their online retail availability more heavily as they are already trusted brand names that people would feel secure doing online business with. I still can't really think of a good reason why they haven't. Even department speficic stores like Best Buy and Circuit City would benefit by reminding customers that you can shop under their brand from the comfort of your own home more often. It wouldn't surprise me if in 50 years all shopping is done online and there are no longer actual stores, only big warehouses to hold all of the goods waiting to be shipped -- but that's a different story altogether.




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