January 19, 2001, 12:00 AM

Holiday Traffic Report: Toys R It

Don Davis

Editor in Chief

Media Metrix, New York City, today released year-to-year comparisons of e-commerce site traffic, with Toys 'R' Us marching into the lead among toy sites for the first time. Overall, the analysis shows a 99% increase in traffic to toy Web sites, a 45% increase to bricks and mortar sites and a 28% overall increase in the top 10 sites during the week of Thanksgiving this year versus last year.
     Toy sites, in particular, were heavily trafficked during the week of Thanksgiving. Toysrus.com led the pack, surpassing Etoys.com as one of the first bricks and mortar sites to overcome a pure-play Internet competitor.

Top Toy Sites for Week-ending Nov. 28, 1999,
with year-ago comparisons

THIS YEAR LAST YEAR % DIFFERENCE

Unique Visitors (000s) Unique Visitors (000s)
1 Toysrus.com 1,591 350 355%
2 Etoys.com 1,386 909 52%

Bricks and mortar sites have also increased significantly from year-to-year (45%), with Toysrus.com surpassing Barnesandnoble.com, the leading bricks-and-mortar site last year.

Top 5 Bricks and Mortar Sites for Week-ending Nov. 28, 1999,
with year-ago comparisons

THIS YEAR LAST YEAR % DIFFERENCE

Unique Visitors (000s) Unique Visitors (000s)
1 Toysrus.com 1,591 350 355%
2 Vitaminshoppe.com 1,191 N/A N/A
3 Barnesandnoble.com 1,169 1,151 2%
4 Kbkids.com 577 N/A N/A
5 Jcpenney.com 381 128 198%

Overall, traffic to the top 10 e-commerce sites for the week of Thanksgiving this year was 28% greater than traffic to last year's top 10 e-commerce sites for the same period. Maintaining their position as e-commerce leaders, Amazon.com and Ebay.com remain in the #1 and #2 spots year over year.

Top 10 E-Commerce Sites Week-ending Nov. 28, 1999
with year-ago comparisons

THIS YEAR LAST YEAR % DIFFERENCE

Unique Visitors (000s) Unique Visitors (000s)
1 Amazon.com 4,163 2,941 42%
2 Ebay.com 3,499 2,172 61%
3 Toysrus.com 1,591 350 355%
4 Etoys.com 1,386 909 52%
5 Cdnow.com 1,246 1,159 8%
6 Vitaminshoppe.com 1,191 N/A N/A
7 Barnesandnoble.com 1,169 1,151 2%
8 Buy.com 1106 265 317%
9 Expedia 962 712 35%
10 Shopping.Yahoo.com 929 525 77%

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