April 2, 2010, 12:00 AM

Old Navy posts a 287% year-over-year traffic increase in February

Old Navy attracted 6.34 million visitors in February, a 287% increase from February 2008, as it registered the biggest traffic jump among apparel and beauty products during the month, Nielsen NetView reports.

Zak Stambor

Managing Editor

Old Navy attracted 6.34 million visitors in February, a 287% increase from February 2008, as it registered the biggest traffic jump among apparel and beauty products during the month, Nielsen NetView reports.

The top 10 online apparel and beauty shopping destinations in February with unique visitors in millions this year compared with a year earlier and the percent change, according to Nielsen NetView, were:

  • Old Navy, 6.34, 1.64, 287%
  • Avon, 5.63, 3.16, 78%
  • eBay Clothing Shoes & Accessories, 5.19, 5.53, -6%
  • Victoria’s Secret, 5.11, 4.70, 9%
  • Zappos.com, 4.23, 5.06, -16%
  • The Gap, 3.50, 4.15, -16%
  • Shoebuy.com, 2.55, 1.80, 42%
  • Lands End, 2.38, 3.59, -34%
  • L.L. Bean, 2.24, 2.49, -10%
  • Sephora, 2.17, 1.88, 15%

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. Additionally, Nielsen has recently expanded its panels of Internet users and, effective with June 2009 data, this may affect the percentage change from previous results for some sites.

By length of visit, the top nine apparel and beauty sites in February (hours:minutes:seconds), according to Nielsen NetView, were:

  • Scotweb Store, 1:03:33
  • SilverShake.com, 0:59:28
  • Liquidation Channel, 0:53:19
  • Mary Kay, 0:46:06
  • Elisailana.com, 0:42:49
  • Magic Kids, 0:39:34
  • SpicyLingerie.com, 0:37:07
  • Cheap Wholesale Jewelry, 0:36:03
  • Yves Rocher, 0:35:26

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

  • Food & Beverage, 3,384.60
  • Personal Care, 2,298.55
  • Print Publishing, 1,216.29
  • Home & Garden, 885.12
  • Apparel & Jewelry, 737.22
  • Automotive Supply, 80.78
  • Toy & Hobby, 43.00
  • Recreational Gear, 38.84

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