June 24, 2004, 12:00 AM

Target.com leads in traffic to online gift registries, study says

Target.com had the most popular online wedding gift registry for the period March 29 through June 14, with 34% of total traffic, according to a study by researchers Claria Corp. Target was also the most popular store destination for buying wedding gifts.

Kurt Peters

Executive Editor

Target.com had the most popular online wedding gift registry from late March through mid June, the key wedding gift season, attracting 34% of all traffic that visited online registries, according to a study by researchers Claria Corp. Target was also the most popular store destination for buying wedding gifts.

Following Target were the online gift registry on Bed, Bath & Beyond’s BedBath.com, with 23% of traffic, and the registry links for Macy’s on the WeddingChannel.com, with 19%, Claria says. The average visitor to the online registries of these three retailers returned five times, Claris says.

Claria’s Feedback Research division based the study on analysis of online traffic by 43 million Internet users.

Overall, 29% of respondents said they purchased wedding gifts online, while 57% said they researched gifts online before purchasing them in any channel.

The study also found that traffic to online wedding gift registries peaked on Wednesdays, with over 25% of traffic; Thursdays and Fridays shared the honor of being the second-most popular time of the week.

50% of the study’s respondents said they spent more than $50 on a wedding gift.

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