January 16, 2009, 12:00 AM

Amazon grabs a bigger share of holiday traffic, study finds

In December, individual visitors to Amazon.com visited the site an average of 4.5 times—more than twice the average number of visits by individuals to nine other major retail e-commerce sites, according to a survey conducted by Compete Inc.

During the month of December 2008, individual visitors to Amazon.com visited the site an average of 4.5 times, more than twice the average number of visits by the same person reported by nine other department store and mass merchant retail e-commerce sites, according to a survey conducted by Compete Inc. at the request of Internet Retailer.

In addition to Amazon, the survey of the 10 retailers included: BestBuy.com, JCP.com (operated by J.C. Penney), Kohls.com, Macys.com, Overstock.com, Sears.com, Target.com, ToysRUs.com and Walmart.com. The average number of visits to the nine e-commerce sites besides Amazon was 2.1.

Traffic to all 10 sites during the ’08 November-December period declined year over year for a few days during the week prior to Thanksgiving, dropping by as much as 24% on Nov. 22, but rose sharply in the days after Thanksgiving, rising as much as 82.9% on Nov. 28.

Following are the number of unique visitors (in millions) to each site in December 2008 and the percentage change from December 2007:
Amazon.com, 74.62, up 20%
Walmart.com, 49.90, up 15%
Target.com, 43.29, up 16%
BestBuy.com, 28.50, up 11%
Sears.com, 23.23, up 29%
JCP.com, 20.68, up 19%
ToysRUs.com, 17.38, up 17%
Macys.com, 13.94, up 28%
Overstock.com, 12.86, down 7%
Kohls.com, 9.63, up 10%

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