November 29, 2004, 12:00 AM

Online retail’s Black Friday winner: eBay, says Nielsen/NetRatings

11% more consumers shopped online the day after Thanksgiving this year than did so last year, says Nielsen/NetRatings. Getting the largest share of visitors was eBay.

11% more consumers shopped online on the day after Thanksgiving this year than did last year, and eBay got the largest single share of them, with traffic that day more than doubling traffic at Amazon.com in the number two spot, according to Nielsen/NetRatings.

On Friday, eBay had 5.4 million unique visitors, compared with 2.6 million at Amazon.com. WalMart.com was third with 1.4 million unique visitors for the day, followed by Target.com at 923,000 and BestBuy.com at 847,000. Also in the top 10 most-visited sites for the day were Yahoo Shopping, with 818,000 unique visitors; Shopping.com, 702,000; Overstock.com, 675,000; Sears.com, 645,000; and ToysRUs.com, 642,000.

The toy and video game category had the biggest bump over Friday of the previous week, gaining 152%. Visits to consumer electronics sites were up 94%, while shopping portals and comparison sites gained 75% over the previous Friday. Computer hardware and software was up 54%, while the book, music and video category was up 50%. Overall, across the top 10 retail categories, traffic was up 26% over the previous Friday.

“The fastest growing product categories on Black Friday were in traditional gift categories that can easily be found and bought,” says Ken Cassar, director of client analytics. “We expect to see continued growth in these areas, along with flowers/gifts category, increasing in shopping activity a bit later in the season.”

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