December 2, 2003, 12:00 AM

Black Friday happens online, too, Hitwise reports

As a percentage of all U.S. Internet traffic, traffic to retail web sites increased by 14.58% for the week ending Nov. 29, Hitwise reports.

Holiday shopping may start earlier online than it does in stores, but there was still a big spike in traffic to retail web sites last week, the traditional kick-off for Christmas shopping, reports Internet traffic monitoring and analysis company Hitwise. As a percentage of all U.S. Internet traffic, traffic to retail web sites increased by 14.58% for the week ending Nov. 29, Hitwise reports.

On the Friday after Thanksgiving, retail traffic accounted for 8.96% of all traffic, up from 6.74% a week earlier.

The retail categories that experienced the largest increase in U.S. visits on Friday were House & Garden, up 19%, Books, 15.7%, Health & Beauty, 14.7%, Wholesale & Relationship Sales, 10%, Office Supplies, 9.9%, Rewards & Directories, 9.2%, Apparel & Accessories, 7%, and Department Stores 5.5%.

Retail categories that experienced a decrease in U.S. visits on Friday were Flowers & Gifts, down 21.4%, Computers, down 15%, Appliances & Electronics 13.7%, Automotive 13.7% and Video & Games 12.7%.

Hitwise reports that BestBuy.com led in the appliances and electronics category, with 28.54% of all traffic to such sites. Next was CircuitCity.com at 17.3%, followed by:
Sprint PCS, 9.92%
Buy.com, 3.86%
Sony Style, 3%
RadioShack.com, 2.95%
Crutchfield.com, 1.71%
Fry’s Outpost.com, 1.55%
LetsTalk.com, 1.47%
Virgin Mobile USA, 1.23%

The average session at an appliance and electronics site lasted 8 minutes 50 seconds, 46 seconds longer than the week before.

 

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