December 1, 2010, 12:16 PM

Specialty retailers see Cyber Monday sales upturn

FansEdge.com and Ice.com report higher sales for the Monday after Thanksgiving.

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It wasn’t just the big players that turned in robust web sales over the long Thanksgiving holiday shopping spree. Smaller and more niche-oriented online retailers also are reporting solid results.

At specialty retailer FansEdge Inc., e-commerce sales reached $2.5 million on Monday. For Cyber Monday—the Monday after Thanksgiving that’s become one of the biggest online sales days of the year—sales were up by 78.5% to $1.4 million at FansEdge.com, a sports apparel web site operated by Dreams Inc.

Cyber Monday sales this year, derived from 41,000 orders, represented a single-day sales high, says FansEdge, No. 198 in the Internet Retailer Top 500 Guide. “Our company enjoyed record results,” says Kevin Bates, FansEdge.com founder and president of Dreams Retail.

For web-only jewelry retailer Ice.com Inc., sales yesterday topped the prior year by about $100,000, says Pinny Gniwisch, founder and executive vice president of business development and communications. “For us, that’s a big thing,” he says.

Ice.com, No. 195 in the Top 500 Guide, used more promotions for Cyber Monday this year than last, including one with daily deal web site operator LivingSocial. “We only targeted one market, New York, and we gave $50 off $100,” Gniwisch says. “Hopefully we’ll be able to do that in more markets.”

The web retailer also ran some e-mail promotions with Buy.com, he adds.

Black Friday brought a 7% sales increase compared with the prior year for Ice.com and combined with Cyber Monday, there’s reason to be optimistic. “We’re not jumping up and down all excited, but we have positive feelings,” Gniwisch says. “We’re seeing good trends and hopefully that will continue. Overall, we expect 6% to 7% growth over last year” for the 2010 holiday shopping season.

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