December 28, 2012, 12:13 PM

Consumers don’t take a holiday from online shopping on Christmas

Traffic to e-commerce sites on Dec. 25 rises 27% over last year.

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Consumers were not only opening goodies on Christmas day this year, they were also opening their web browsers to shop online, according to research from Experian Marketing Services. Experian tracks the web traffic of 500 large U.S. Internet retailers.

Total U.S. visits to retail sites on Dec. 25 increased 27% compared with Christmas a year earlier. Visits to those e-commerce sites totaled 115.5 million on Christmas, Experian says, up from 90.7 million a year earlier.

The top five sites in terms of traffic on the holiday were: Amazon.com, Walmart.com, Target.com, BestBuy.com and Macys.com. Visits to Amazon.com increased 24% on Christmas this year compared with the day prior, Christmas Eve. Top search terms leading consumers to the site included Amazon Kindle, Kindle Fire and Kindle.

Apple Inc. also experienced a traffic swell. Traffic to Apple.com was up 155% on Christmas compared day compated to Christmas Eve and traffic to Apple iTunes increased 193% between the two days. The top search terms leading web shoppers to the Apple sites were iPod Nano, iPad Mini and iPad 4.

The number of consumers searching for gift cards also rose on Christmas, with gift card-related searches rising 6% over the same day last year. The top gift card searches this past week were for Visa, iTunes and Amazon.

Amazon is No. 1 in the Internet Retailer Top 500 Guide, Wal-Mart is No. 4, Target is No. 23, Best Buy is No. 11 and Macy’s is No. 14.

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