Shipping Sites See Surge In Traffic In December
Retail sites, shipping sites, and greeting cards sites all saw surges in traffic in December due to the holiday season, according to a new report from comScore.
"December proved to be a strong month for the retail category with Tuesday, Dec. 15 ranking as the heaviest online spending day of the year – and of all time – at $913 million," said Jack Flanagan, executive vice president of comScore Media Metrix.
"Holiday seasonality also fueled visitation to Shipping sites, which continually see their highest volume of traffic during the month of December."
Not surprisingly, retails sites climbed in December as Americans search the Internet for holiday deals. The top gaining retail categories were jewelry/luxury goods/accessories, sports/outdoor, and flower/gifts /greeting sites, each growing more than 20 percent compared to November.
Jewelry/luxury goods/accessories sites attracted nearly 23 million visitors during the month, representing a 30 percent increase from November. eBags led the category with 2.9 million visitors (up 28 %), followed by Coach.com with 2.2 million visitors (up 26 percent), Zale Corporation with 2.1 million (up 48 %) and Kay Jewelers with 1.7 million (up 69 %).
Sports/outdoor sites grew to nearly 39 million visitors during the month, a 25 percent increase compared to November, led by eBay Sports with 5.1 million visitors (up 21%), trailed closely by Cabelas with 5 million visitors (up 26%). Dicks Sporting Goods followed with 4.6 million visitors (up 39%) and Sports Authority with 2.9 million visitors (up 29%).
Flowers/gifts/greetings sites saw a 23-percent gain, reaching nearly 39.8 million unique visitors in December. American Greetings led the category with 13.6 million visitors (up 18 %), followed by Gifts.com with 6.8 million (up 49 %), Hallmark with 5.6 million (up 46 %) and 1-800-Flowers.com with 2.9 million (up 48 %).
Traffic to shipping sites spiked in December as Americans rushed to ensure delivery of their gift purchases in time for the holidays. The category attracted 36.6 million visitors during the month, representing a 33-percent increase in traffic. UPS sites led the category with 19.7 million visitors (up 51 %), followed by USPS.com with 15.9 million (up 40 %) and FedEx with 12.6 million (up 36 %).
The e-card category grew 29 percent to 31.7 million visitors. The most visited site was Evite with nearly 8 million visitors (up 16%), followed by AG Interactive with 6.7 million (up 46%), MyFunCards with 5.7 million, and 123Greetings with 4.3 million (up 55%).