August 28, 2009, 12:00 AM

Mass merchants lead retail categories with a 15% rise in July traffic

With the sharpest increase in traffic at Kmart.com, mass merchants and wholesale clubs posted a 14.8% year-over-year increase in the number of unique web site visitors in July to lead five other retail categories measured by Compete.

Don Davis

Editor in Chief

With the sharpest increase in traffic at Kmart.com, which registered a 70% rise, the retail category of mass merchants and wholesale clubs posted a 14.8% year-over-year increase in the number of unique web site visitors in July to lead five other categories measured by Compete Inc. By comparison, Compete said the total number of unique visitors to the 200 leading online retailers in its Retail200 Index rose 6.8% year over year in July to 124.3 million.

Health & Beauty retailers had the second-highest growth rate in unique July traffic, up 17.1% to 25.3 million, followed by Department Stores, up 11.8% to 34.5 million; Apparel, up 11.0% to 44.5 million; Books & Media, up 7.7% to 35.2 million; and Jewelry & Watches, up 1.3% to 3.1 million. The measurement of unique visitors counts each visitor to a web site only once per month, regardless of how many times a visitor went to a site.

Following are the top sites in each category ranked by total unique visitors in July, percent growth over July 2008, and average time per visit in minutes:

Mass Merchants & Wholesale Clubs

  • Amazon.com, 67,230,316, 25%, 5.60
  • Walmart.com, 32,599,149, 16%, 8.16
  • Target.com, 29,842,720, 9%, 4.95
  • Kmart.com, 8,592,498, 70%, 4.82
  • Costco.com, 7,876,298, 25%, 6.46
  • Overstock.com, 6,552,942, -13%, 5.72
  • Samsclub.com, 5,839,551, 16%, 9.03
  • QVC.com, 5,103,860; -2%, 13.23

Health & Beauty

  • Walgreens.com, 7,560,149, 34%, 12.39
  • CVS.com, 5,037,765, 103%, 5.43
  • Sephora.com, 2,325,285, 35%, 9.39
  • Drugstore.com, 2,139,941, -10%, 7.38
  • Lancome-usa.com, 2,026,252, -20%, 1.97
  • Bathandbodyworks.com, 1,852,851, -1%, 5.70
  • Avon.com, 1,789,417, -11%, 6.67
  • GNC.com, 1,128,378, 35%, 6.39
  • Vitacost.com, 1,062,934, 50%, 10.47
  • Marykay.com, 1,036,863, 0%, 3.73

Department Stores

  • JCPenney.com, 13,189,506, 11%, 10.00
  • Sears.com, 13,103,892, 19%, 6.98
  • Macys.com, 8,970,828, 20%, 8.29
  • Kohls.com, 4,861,345, -7%, 8.26
  • Nordstrom.com, 2,350,518, 5%, 8.52
  • Dillards.com, 1,814,577, 18%, 6.96
  • Meijer.com, 1,540,753, 25%, 3.83
  • Bloomingdales.com, 1,105,503, 7%, 4.35
  • Boscovs.com, 972,580, -5%, 6.56
  • Saksfifthavenue.com, 866,459, 31%, 4.81

Apparel

  • Victoriassecret.com, 5,694,126, 3%, 11.20
  • Aappos.com, 5,342,118, 27%, 7.23
  • Cafepress.com, 3,750,751, 1%, 6.51
  • LLBean.com, 3,155,372, 4%, 9.17
  • Oldnavy.com, 2,860,847, -1%, 6.92
  • AE.com, 2,614,747, 49%, 8.87
  • Nike.com, 2,415,483, 9%, 9.03
  • Shoebuy.com, 2,385,465, 8%, 4.77
  • Childrensplace.com, 2,372,084, 35%, 10.19
  • Aeropostale.com, 1,984,199, 67%, 8.81

Books & Media

  • Netflix.com, 21,338,236, 25%, 11.59
  • Barnesandnoble.com, 5,263,782, 8%, 7.73
  • Blockbuster.com, 2,375,478, -28%, 8.18
  • CDuniverse.com, 2,145,008, 15%, 8.38
  • Borders.com, 2,064,433, -20%, 4.89
  • Christianbook.com, 1,745,848, 5%, 11.31
  • Scholastic.com, 1,680,291, -24%, 6.24
  • Alibris.com, 1,356,677, 6%, 7.12
  • Abebooks.com, 1,005,545, 19%, 8.77
  • Magazines.com, 649,922, -24%, 1.75

Jewelry & Watches

  • Aales.com, 748,656, 11%, 7.00
  • Tiffany.com, 663,532, 26%, 9.15
  • Kay.com, 604,366, 42%, 7.12
  • Jewelrytelevision.com, 401,053, -39%, 24.34
  • Fossil.com, 325,365, 11%, 7.47
  • Ross-simons.com, 279,279, 6%, 8.54
  • Jared.com, 223,470, 99%, 6.11
  • Bluenile.com, 214,111, -8%, 6.00

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