December 6, 2001, 12:00 AM

Online shopping shoots up 45% from last year, Jupiter reports

Traffic to online shopping sites climbed from 35.6 million to 51.7 million unique visitors last week over the same week last year and 3% from the week before, Jupiter reports.

Online shoppers increased nearly 45% last week from the year earlier week, Jupiter Media Metrix’s Holiday 2001 E-Commerce Index reported today. Jupiter, which measures web visitors to nearly 500 shopping sites, says traffic climbed from 35.6 million to 51.7 million unique visitors in the week over the same week last year. Moreover, the index was up 3% versus the previous week’s 50.2 million visitors.

"After last week`s strong kick-off to the online holiday shopping season, many were wondering what week two would bring," said Charles Buchwalter, vice president, media research, Jupiter Media Metrix. "This week`s increase indicates that the momentum hasn`t let up. Online retailing continues to hold the interest of holiday shoppers."

"Retailers` early-purchase incentives, such as free delivery for early orders, have contributed to a solid start to the holiday shopping season," said Ken Cassar, senior Jupiter Research analyst. "Next week will be critical for both consumers and retailers as we approach the deadline for Christmas orders with standard shipping rates."

Jupiter Media Metrix 2001 Holiday E-Commerce Series Highlights:

* Shopping Bots -- Shopping bots were visited by 1.5 million average daily visitors the week ending Dec. 2, up 19% versus the previous week. Top bots were Bizrate.com with 716,000, up 19% versus the prior week; Dealtime.com, 430,000, up 29%; and Mysimon.com, 217,000, up 17%.

* Apparel Sites Attract the Affluent -- Among the 75 most highly trafficked shopping sites, Gap.com, with 36%, has the highest percentage of visitors with household incomes over $100,000. Other leading apparel sites also are popular among this income break: 33% of visitors to LLBean.com, 29% to EddieBauer.com and 24% to LandsEnd.com.

* Notable Category Gainers -- Shopping categories with notable percent gains in traffic versus the previous week include: movies, up 41% to 1.4 million average daily unique visitors; music, up 40% to 2.3 million; and apparel, up 30% to 1.6 million. The apparel category was driven primarily by gains in average daily visitors at mass-market retailers: Gap.com, 74% to 148,000; Landsend.com, 66% to 139,000; and Oldnavy.com, 25% to 156,000.

Jupiter analysts predict that 2001 holiday online retail and travel sales will reach approximately $11.9 billion -- an 11% increase over last year`s $10.8 billion. Although growth this season will be slower than last, Jupiter analysts expect to see more people shopping online and consumers allocating a greater percentage of their holiday budget to online shopping.

 

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