December 14, 2007, 12:00 AM

L.L. Bean experiences a 32% surge in visitors in November, Nielsen reports

It could be the coming cold weather or Christmas shopping, but whatever the reason LLBean.com surged in the number of unique visitors in November, up 32% over a year ago, to place it No. 2 in the Apparel & Beauty category as measured by Nielsen Online.

Don Davis

Editor in Chief

It could be the coming cold weather or Christmas shopping, but whatever the reason LLBean.com surged in the number of unique visitors in November, up 32% over a year ago, to place it No. 2 in the Apparel & Beauty category as measured by Nielsen Online. Visitors to Lands’ End, another well-established catalog brand with a strong online presence, were up 38% from a year ago, enough to push Lands’ End to sixth place. Perennial No. 1 eBay Clothing, Shoes & Accessories retained that spot, even though unique visitors declined by 3% from a year earlier, Nielsen Online reports.

The top 10 apparel and beauty sites in November, with unique visitors in millions and increase from November 2006, according to Nielsen Online, were:

  • eBay Clothing, Shoes & Accessories, 11.49, 11.85, -3%
  • LLBean.com. 5.58, 4.23, 32%
  • OldNavy.com, 5.49, 4.64, 18%
  • eBay Jewelry and Watches, 5.42, 5.70, -5%
  • Avon.com, 4.55, 3.64, 25%
  • LandsEnd.com, 4.47, 3.25, 38%
  • eBay Health & Beauty, 4.46, 4.59, -3%
  • Zappos.com, 4.46, 3.86, 16%
  • VictoriasSecret.com, 4.22, 5.04, -16%
  • Gap.com, 3.47, 2.99, 16%
Unique visitors count only once each shopper who came to a site, no matter how many times that shopper visited. This is a custom list compiled by Internet Retailer of the top 10 e-commerce sites in this category based on Nielsen Online data.

L.L. Bean moved its customers through pretty quickly, ranking No. 10 in time spent on the site in November. The top 10 by time spent, in minutes and seconds, and unique visitors in million, according to Nielsen Online, were:

  • JewelryTelevision.com, 51:11, 0.89
  • Avon.com 35:48, 4.55
  • Roamans.com, 25:44, 0.70
  • MaryKay.com, 25:14, 1.39
  • eBay Clothing, Shoes & Accessories, 17:41, 11.49
  • Delias.com, 17:32, 0.83
  • Haband.com, 16:59, 0.72
  • Talbots.com, 14:58, 0.83
  • Blair.com, 14:55, 1.06
  • LLBean.com 14:36, 5.58
The top consumer goods industry segments in terms of online ad impressions, in millions, in November, according to Nielsen’s AdRelevance report, were:
  • Food & Beverage, 2,977.74
  • Personal Care, 2,707.84
  • Home & Garden, 1,688.26
  • Apparel & Jewelry, 751.55
  • Print Publishing, 455,98
  • Toy & Hobby, 336,92
  • Automotive Supply, 224.28
  • Recreational Gear, 132.63

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