October 17, 2008, 12:00 AM

Shoppers linger at Lionbrand longest but trek most often to The Home Depot

Online shoppers to home and garden retail sites spent the longest time searching for the perfect yarn for their next project at Lionbrand.com, but they visited The Home Depot the most often, according to Nielsen Online.

Katie Evans

Managing Editor, International Research

Online shoppers to home and garden retail sites spent the longest time searching for the perfect yarn for their next project at Lionbrand.com, but they visited The Home Depot the most often, according to September data from Nielsen Online. Meanwhile, traffic to both eBay Home and eBay crafts took major hits in the home and garden category, falling 26% and 33% from the same month last year. This week, eBay announced that the value of merchandise sold on its site fell 1%--the first time the online auction house has ever reported a decline.

The top Home & Garden retail sites in September, according to Nielsen Online, with unique visitors in millions in September 2008, September 2007 and year-over-year growth were:

  • The Home Depot, 11.78, 9.21, 28%
  • Lowe`s, 9.77, 7.72, 26%
  • eBay Home, 8.25, 11.15, -26%
  • Home Shopping Network, 3.45, 3.05, 13%
  • eBay Crafts, 2.42, 3.61, -33%
  • JoAnn.com, 2.20, 1.83, 20%
  • IKEA, 2.04, 1.90, 8%
  • Pottery Barn, 2.02, 1.68. 20%
This is a custom list compiled by Internet Retailer of the top online Home & Garden destinations based on Nielsen Online data. Rankings may contain multiple web sites from the same retailer or manufacturer. By time spent on the site, the leaders in the Home & Garden category in minutes and seconds were:
  • Lionbrand.com, 22:05
  • Collections Etc., 21:48
  • BrylaneHome, 18:46
  • LTD Commodities, 18:14
  • Harborfreight.com, 17:13
  • Lakeside.com, 16:02
  • Home Shopping Network, 13:41
  • Lowe’s 8:46
  • replacements.com,8:25
  • IKEA, 8:07
The leading Home & Garden advertisers, in online ad impressions (in millions), in September were:

  • The Procter & Gamble Company 346.58
  • Sears Holdings Corp., Sears, 123.03
  • IKEA, 57.01
  • S.C. Johnson & Son, Inc. 53.86
  • General Electric Company 43.89
  • iRobot Corp. 40.44
  • The Clorox Company Clorox, 39.01
  • United Stated Awning Company, 33.56
  • Church & Dwight Co. Inc., 23.71
  • Sherwin-Williams, 22.65

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