February 14, 2003, 12:00 AM

The web becomes part of Valentine’s Day routines

32% of consumers who visited flower, jewelry and gift sites in the two weeks before Valentine’s Day will buy gifts online, up from 20% last year, Gator reports. Nielsen/ NetRatings says flower, lingerie and greeting card sites experienced traffic spikes.

Kurt Peters

Executive Editor

 

The rate of consumers who will buy Valentine’s Day gifts on the Internet is skyrocketing, according to new research from The Gator Corp. and its research unit, Feedback Research.

Of consumers who visited flowers, jewelry and gift sites in the two weeks leading up to Valentine’s Day, 32% will buy gifts online, up from 20% last year, Gator reports. Peak conversion rate during that period was 22.5%, meaning that more than one fifth of those who viewed these sites made a purchase that day.

In addition, Gator reports that 45% of respondents who are planning to buy a gift offline used the Internet for product and price information. Consumers also are embracing electronic Valentine`s Day cards, with 42% of consumers using such cards, up from 33% last year, Gator says.

Nielsen/NetRatings reports that traffic to 1-800-flowers.com surged 84% last week from the week before. Lingerie site VictoriasSecret.com jumped 37% to 553,000 unique visitors, while Fredericks.com’s traffic grew 17% to 323,000. Traffic to gift site RedEnvelope.com grew 26% to more than 200,000 unique visitors.

Nielsen/NetRatings also reported that traffic to AmericanGreetings.com grew 23% to over 1.3 million vs. the previous week. Blue Mountain drew 645,000 unique visitors, rising 7% week-over-week; Egreetings.com grew 5% to 352,000 and 123greetings.com was up 6% to 307,000.

 

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