February 5, 2008, 12:00 AM

Department store sites post highest holiday sales gains in 2007

Department store e-commerce sites posted the highest growth in holiday spending in 2007, with a 35% increase in sales from 2006, according to web analytics provider Coremetrics. Intimate apparel and health and beauty sites also experienced strong gains.

Paul Demery

Managing Editor, B2B E-commerce

Department store e-commerce sites posted the highest growth in holiday spending in 2007, with a 35% increase in sales from 2006, according to web analytics provider Coremetrics. Intimate apparel and health and beauty sites also experienced strong gains, with 27% and 26% increases, respectively.

Other sites experiencing year-over-year sales growth for the holiday season were sports apparel (14%), home (13%), apparel (10%), and office supply/electronics (10%).

Department store sites also had the highest increase in checkouts, with a 33% increase, followed by health and beauty (26%), intimate apparel (24%), home (15%), office supply/electronics (14%), apparel (12%), and sports apparel (4%).

Sports apparel sites recorded the largest gains in average order value of online checkouts, at 9%, Coremetrics says. Department stores and intimate apparel experienced 2% gains in average order value, while home and apparel had a 1% loss and office supply/electronics a 4% loss. There was no change in average order value for health and beauty sites.

Coremetrics tracked online data recorded between the Monday before Thanksgiving and the Friday before Christmas, using its LIVEmark benchmarking service that compiles performance data from more than 300 participating brands.

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