November 7, 2003, 12:00 AM

Retail site traffic moves upward as holidays approach

Traffic to the leading shopping destinations rose significantly for the week ending Oct. 26 vs. the month earlier period, which was the week ending Sept. 21, reports Nielsen/NetRatings. EBay and Amazon retained their No. 1 and 2 positions.

Kurt Peters

Executive Editor

Maybe it’s the start of the holiday shopping season already. Traffic to the leading shopping destinations rose significantly for the week ending Oct. 26 vs. the month earlier period, which was the week ending Sept. 21, reports Nielsen/NetRatings. While the top shopping destinations were pretty much the same top shopping destinations in October, traffic grew at all.

EBay.com, No. 1 both weeks, led the group with 15.7 million unique visitors that week, up from 14.4 million a month earlier. Amazon, No. 2 both weeks, hosted 7.1 million unique visitors the last week in October, up from 6.2 million a month earlier. Dell, No. 3 in October and No. 4 in September, hosted 3.4 million unique visitors vs. 2.3 million. Yahoo Shopping, No. 4 in October and No. 3 in September, hosted 3.1 million and 2.8 million.

Nielsen/NetRatings includes travel sites in its shopping destinations, resulting in Expedia ranking No. 5 both times. Expedia hosted 2.55 million visitors the week ending Oct. 26 and 2.23 million a month earlier. WalMart.com was the fifth most visited online retail site, with 1.74 million visitors.

Nielsen/NetRatings says the top 10 consumer goods advertisers and the number of impressions they garnered the week ending Oct. 26 were:
Altria Group Inc., 108.6 million
IKEA, 103.3 million
AOL Time Warner Inc., 73.9 million Tree Classics, 47.6 million
Avon Products Inc., 45.7 million
PepsiCo Inc., 29.7 million
L.L. Bean Inc., 25 million
The Gillette Co., 25 million
Trader Publishing Co., 24.8 million Nestle USA Inc., 23.6 million

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