Retail traffic slows the week before Christmas

Media Metrix, says that 31.8 million unique visitors went to online retail sites during the week before Christmas (week ending Dec. 24), a decrease of 10.9% since the holiday season's peak of 35.6 million unique visitors (week two, ending Dec. 3). Compared to the same week last year, however, the Media Metrix Online Shopping Index -- which aggregates web visitors from both home and work to nearly 400 retail sites and 18 retail subcategories -- was up by 28.4%. "The drop in visitors to retail sites during the final days of the shopping season comes as no surprise in light of last year's pattern as well as this season's early peak in retail traffic," said Anne Rickert, measurement analyst, Media Metrix. "But while traffic to almost all retail sites was down, online shoppers flocked to sites offering last-minute gift-giving alternatives such as online holiday cards and online gift currency. Flooz.com, Americangreetings.com, Egreetings.com and Hallmark.com were among the week's top ten sites with the largest increases in traffic." Traffic to retail sites was down each day of the week before Christmas compared to the prior week, with unique visitors down 2.9% on Monday, Dec. 18 compared to the prior Monday, and down 31% on Sunday, Dec. 24 compared to the prior Sunday. Amazon.com and Mypoints.com remained the top two retail sites, with 1.3 million and 1.2 million average daily unique visitors, respectively. Americangreetings.com moved up four places to claim the No. 3 spot, growing 83% since the prior week to 745,000 average daily unique visitors. Books sites and computer sites were the top two retail subcategories with 2.0 million and 1.9 million average daily unique visitors, respectively. Flowers/gifts/greetings sites followed closely behind with 1.8 million average daily unique visitors.