Five of the top 10 online apparel and beauty sites experienced a double-digit increase in September, according to Nielsen/NetRatings. BuyCostumes.com led the group, with site visits increasing 81% to 2.1 million from 1.16 million a year earlier.
Zappos.com experienced the second largest increase, with site visits rising 58% to 2.6 million from 1.65 million a year ago; followed by Avon, up 43% to 2.81 million from 1.97 million; eBay Clothing, Shoes and Accessories, up 19% to 9.6 million from 8.1 million; and eBay Jewelry and Watches, up 18% to 4.89 million from 4.14 million.
Other sites posting increased visits in September were LLBean.com, up 9% to 2.24 million from 2.06 million; Old Navy, up 1% to 2.31 million from 2.29 million; and VictoriasSecret.com, up 1% to 2.15 million from 2.13 million.
Only one site had a drop in traffic-The Gap, which experienced a 2% decline in visits to 2.09 million from 2.14 million.
EBay Clothing, Shoes and Accessories recorded the most visits in September, followed by eBay Jewelry and Watches, eBay Health and Beauty (3.8 million), Avon, Zappos.com, Old Navy, LLBean.com, VictoriasSecret.com; BuyCostumes.com, and The Gap.
In the top 10 apparel and beauty sites ranked by time per visit, Avon led with 32 minutes, 54 seconds; followed by Mary Kay, 31 minutes, 53 seconds; eBay Clothing, Shoes and Accessories, 23 minutes, 29 seconds; Lands End, 18 minutes, 38 seconds; Chadwick’s 17 minutes, 48 seconds; Blair.com, 15 minutes, 50 seconds; Eddie Bauer, 15 minutes, 28 seconds; SierraTradingPost.com, 13 minutes, 28 seconds; VictoriasSecret.com, 13 minutes, 14 seconds; and Old Navy, 12 minutes, 41 seconds.
Also in September, the food and beverage segment had the most online ad impressions in the consumer goods industry, according to Nielsen’s AdRelevance report. The following segments in the report and their number of impressions (in millions) are:
Food & Beverage, 1,488.0
Personal Care, 1,313.7
Print Publishing, 733.9
Home & Garden, 464.2
Apparel & Jewelry, 441.8
Automotive Supply, 177.7
Toy & Hobby, 159.2
Recreational Gear, 35.2