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BizReport : Ecommerce : December 31, 2012


Christmas Day traffic one-quarter higher than in 2011

The 2012 holidays are drawing to a close, and what a good close it has been - at least for online retailers. Traffic to retail sites has shown strong increases, as has online purchasing with three different days totaling individual sales of $1 billion-plus.

by Kristina Knight

Now, Experian is reporting that the hottest traffic day in the online space was actually Christmas Day, with a spike 27% higher than in 2011. More than 115 million US shoppers hit retailers' cyber shelves on December 25, 2012.

Cyber Monday was the closest competitor, with traffic 11% higher than 2011 numbers. Cyber Monday was also one of the days with ecommerce totals of more than $1 billion, which could mean etailers saw strong sales on Christmas day as shoppers spent gift cards, filled up new e-readers and tablets and looked for gadgets and accessories for their new tech toys.

"Amazon remained the top visited site among retailers for this past week ending Dec. 22, 2012 and was also the top visited site on Christmas Day. Walmart, Target, BestBuy and Macy's round out the top 5 most visited sites," writes Experian. "As tablets dominated our weekly top product search lists all holiday season it wasn't surprising to see that the Apple iTunes site visits increased 193% and Apple.com visits increased 155% on Christmas Day 2012 vs. Christmas Eve 2012. The top product search terms sending traffic to the Apple.com site were iPod Nano, iPad Mini and iPad 4. Amazon.com visits increased 24% on Christmas Day 2012 vs. Christmas Eve 2012 as the top product search terms sending traffic to their site were Amazon Kindle, Kindle Fire and Kindle."

Another hot-spot in the online shopping space - the gift card. Traffic related to gift card searches increased just over 6% between 2011 and 2012.

And, for the day after Christmas, traffic showed a 1% increase to online hub; nearly 130 million US shoppers hit cyber-stores on December 26.

Tags: 2012 holiday trends, ecommerce trends, Experian/Hitwise, online shopping, shopping trends










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