Back to school shopping is driving major spikes at some online retailers, according to web traffic data for the week ending Aug. 3, according to Nielsen/NetRatings. Some online retailers experienced triple-digit growth over the previous week’s traffic.
Discounter SmartBargains.com saw the biggest week-over-week increase, with traffic jumping 209% to more than 1 million unique visitors as compared to 337,000 the previous week. Apparel retailer Old Navy’s web site saw the second-largest increase, up 107% to 614,000 visitors for the week from 297,000 a week earlier. Driven partly by its online Back to School Superstore, multi-category retailer Buy.com’s traffic jumped 83% to 1.2 million unique visitors from 680,000.
Other online retailers whose week-to-week growth placed in the top ten included shopping aggregator iWon Shopping, which saw a 61% increase; and Wal-Mart Stores, 45%. At 2.2 million unique visitors, Wal-Mart’s site had the most traffic of the top 10. Other retail sites experiencing traffic spikes during the week were Sam’s Club, which had a 37% increase in unique visitors, BedBathandBeyond.com, 36%; and VictoriasSecret.com, 36%.
“Retailers are gearing up for fall with summer clearance sales and back to school shopping information,” says Abha Bhagat, senior Internet analyst at Nielsen/NetRatings. “Even as overall retail sales tick up, consumers continue to be value-driven and look for deals and discounts online.”