November 21, 2008, 12:00 AM

Online consumers shopped for lotions and potions last month, Nielsen says

Bath and Body Works experienced a 45% increase in the number of unique visitors to its web site last month compared to October 2007, Nielsen Online says.

Katie Evans

Managing Editor, International Research

Bath and Body Works experienced a 45% increase in the number of unique visitors last month compared to October 2007. That helped it secure the No. 9 slot in traffic to online beauty and apparel destinations, according to Nielsen Online. Other winners were Avon with a 36% increase and Zappos.com with a 24% rise in unique visitors.

 

 

The top 10 online apparel and beauty shopping destinations in October with unique visitors in millions this year and last and growth from prior year, according to Nielsen Online were:

  • eBay Clothing, Shoes and Accessories, 7.60, 11.46, -34%
  • Avon, 4.61, 3.38, 36%
  • Zappos.com, 4.47, 3.60, 24%
  • Victoria’s Secret, 4.22, 4.02, 5%
  • Old Navy, 3.96, 4.45, -11%
  • Lands’ End, 3.79, 3.54, 7%
  • Gap Inc., 3.58, 3.26, 10%
  • L.L. Bean, 3.39, 3.54, -4%
  • Bath & Body Works, 2.27, 1.57, 45%
  • eBay Jewelry and Watches, 2.23, 5.05, -56%

Unique visitors count only once each shopper who came to a site, no matter how many times the shopper visited. This is a custom list compiled by Internet Retailer of the top e-commerce sites in this category based on Nielsen Online data. Rankings may contain multiple web sites from the same retailer or manufacturer.

By length of visit, the top 10 apparel and beauty sites in October (minutes:seconds), according to Nielsen Online, were:

  • Mary Kay, 49:34
  • Avon, 38:28
  • L.L.Bean, 21:26
  • J. Jill, 20:26
  • Chadwick’s, 18:34
  • Roamans, 16:43
  • Woman Within, 16:40
  • David’s Bridal, 16:27
  • Old Navy, 16:13
  • Eddie Bauer, 15:35

 

The top nine consumer goods industry segments in terms of online ad impressions (in millions) last month, according to Nielsen data, were:

  • Personal Care, 2,852.78
  • Food and Beverage, 2,540.66
  • Home and Garden, 1,369.80
  • Print Publishing, 794.38
  • Toy & Hobby, 719.79
  • Apparel & Jewelry, 718.85
  • Automotive Supply, 288.93
  • Recreational Gear, 86.38

 

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