November 26, 2008, 12:00 AM

Jo-Ann sews up a 49% increase in traffic, Nielsen Online says

Traffic to Jo-Ann.com rose 49% last month compared to October year earlier. That helped it grab the fifth spot in traffic to home and garden retail web sites, according to Nielsen Online.

Katie Evans

Managing Editor, International Research

Traffic to Jo-Ann.com rose 49% last month compared to October year earlier. That helped it grab the fifth spot in traffic to home and garden retail web sites, according to Nielsen Online. Other sites with strong traffic growth were Lakeside.com, No. 8 with 108% and Pottery Bank Kids, No. 10 with 152%. Traffic to eBay Home fell the most, declining 49% compared to a year earlier.

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

  • The Home Depot, 11.05, 10.28, 7%
  • Lowe`s, 9.25, 8.35, 11%
  • eBay Home, 5.75, 11.34, -49%
  • Home Shopping Network, 3.76, 3.48, 8%
  • JoAnn.com, 2.35, 1.57, 49%
  • Pottery Barn, 2.25, 1.78, 26%
  • IKEA, 2.01, 2.37, -15%
  • Lakeside.com, 1.99, .956, 108%
  • Linens ’n Things, 1.95, 1.59, 23%
  • Pottery Barn Kids, 1.76, .700, 152%

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:

  • BrylaneHome, 23:34
  • LTD Commodities, 21:28
  • Collections Etc., 21:11
  • Home Shopping Network, 14:09
  • Lionbrand.com, 13:45
  • Harborfreight.com, 12:25
  • IKEA, 11:36
  • The Home Depot, 09:52
  • ebay Crafts, 09:43
  • replacements.com, 09:03
The leading Home & Garden advertisers, in online ad impressions (in millions), in October were:

  • Sears Holdings Corp., Sears, 219.53
  • The Procter & Gamble Company Downy, 153.46
  • The Clorox Company Clorox, 83.47
  • The Procter & Gamble Company Swiffer, 63.68
  • AB Electrolux Electrolux, 55.99
  • Sealy Inc. Sealy Posturepedic, 53.56
  • The Procter & Gamble Company Dawn, 43.66
  • Minnesota Mining & Manufacturing Company Filtrete, 24.14
  • S.C. Johnson & Son, Inc. Windex, 23.42
  • Church & Dwight Co., Inc Arm & Hammer, 20.98

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