January 29, 2008, 12:00 AM

Toys top total holiday season purchases

Toys, games and hobbies led holiday season sales last month with 17.2 million purchases, representing 17% of all online purchases, according to Nielsen Online.

Paul Demery

Managing Editor, B2B E-commerce

There was no doubting this December that it was the peak of the holiday season when it came to total online purchases made in retail product categories. Toys, games and hobbies led the pack with 17.2 million purchases, representing 17% of all online purchases in December; and buyers in this category spent an average $106.56 each during the month, according to new data from Nielsen Online’s MegaView Online Retail.

Toys, games and hobbies, according to MegaView Online Retail, which tracks numerous metrics in e-commerce, was followed by apparel and accessories, with 15.3 million online purchases-16% of all online purchases in December. The average buyer spent $108.97 during the month.

Home and garden came in third among retail product categories, according to Nielsen Online. It reaped 11.6 million purchases and garnered 12% of all online purchases during the month. Home and garden online buyers spent an average $91.92 in December.

Books came in fourth. Consumers made 11.2 million books online purchases in December averaging $45.43 total spending for the month.

And consumer electronics came in fifth. Online shoppers made 7.9 million purchases, giving the product category an 8% share of all online purchases in December. Online buyers purchasing consumer electronics spent an average $165.38 during the month.

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