November 29, 2005, 12:00 AM

Holiday sales come of age at Baby Universe

Web sales on Monday were up 40% from the Monday after Thanksgiving a year ago, says Georgianne Brown, senior vice president of marketing for Baby Universe. The average order was also up by about 8%.

Kurt Peters

Executive Editor

Along with other Internet merchants, Baby Universe Inc. enjoyed the fruits of a prosperous Cyber Monday. Web sales on Cyber Monday were up 40% from the Monday after Thanksgiving a year ago, says Georgianne Brown, senior vice president of marketing for Baby Universe, No. 224 in the Internet Retailer Top 400 Guide to Retail Web Sites. The average order was also up by about 8%, although Baby Universe declines to break out any actual sales dollars.

But rather than interpret Cyber Monday as a sign that online shoppers are spending all at once as they get back to work after a long Thanksgiving weekend, Brown says traffic and sales had been on the rise going into the holiday shopping season. “Our traffic and sales were up on Thanksgiving and Black Friday,” Brown says. “I wouldn’t be surprised that our Monday sales were up even more next week.”

Baby Universe, which sells 33,500 products to families with new-born infants or young children, says online sales are increasing for a number of reasons. “Cyber Monday is the culmination of several factors,” Brown says. “More people are shopping online because shopping over the Internet is more mainstream. Our core customers also grew up with computers and they are comfortable using them to make an online purchase.”

Going forward, Cyber Monday will become a special retailing day in its own right, Brown says. “Cyber Monday is here to stay,” she says. “Next year we will be planning even more special promotions and incentives for that day.”

 

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