Even with little growth, eBay dominates apparel and beauty web sites

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In spite of only small growth, eBay Inc.’s apparel and beauty sites led among all Apparel & Beauty category web sites in December, according to Nielsen Online. Several of the top 10 apparel and beauty sites, however, experienced remarkably strong growth in December over the year earlier, including Sephora.com, where unique visitors were up 71%, Lands’ End, where unique visitors were up 28%, Avon, up 25%, and L.L. Bean, up 22%. Not quite making the top 10 list at No. 12 was Fragrancenet.com, which experienced 132% growth in traffic.

The top apparel and beauty sites in December, with unique visitors in millions in December 2007 and December 2006, and year-over-year growth, according to Nielsen Online, were:

• eBay Clothing Shoes & Accessories, 11.26, 11.17, 1%
• eBay Jewelry and Watches, 5.85, 5.46, 7%
• L.L. Bean, 5.77, 5.90, -2%
• Victoria`s Secret, 5.71, 5.88, -3%
• Zappos.com, 5.70, 4.66, 22%
• Old Navy, 5.18, 4.73, 10%
• Lands’ End, 5.06, 3.96, 28%
• eBay Health & Beauty, 4.04, 4.61, -12%
• Sephora, 3.88, 2.26, 71%
• Avon, 3.85, 3.08, 25%

Consumers were rapt in watching jewelry online, as JewelryTelevision.com held consumers for an average of 1 hours, 2 minutes in December. The category as a whole held the average consumer for 32 minutes, 11 seconds. The top 10 by time spent on the site, in hours, minutes, seconds, and unique visitors in millions, according to Nielsen Online, were:

• Jewelrytelevision.com, 1:02:19, 0.92
• Avon, 0:38:39, 3.85
• Fire Mountain Gems, 0:26:19, 0.46
• Roamans, 0:22:56, 0.66
• Mary Kay, 0:22:23, 1.12
• L.L. Bean, 0:17:57, 5.77
• OneStopPlus.com, 0:17:08, 0.55
• eBay Clothing Shoes & Accessories, 0:16:38, 11.26
• Blair.com, 0:16:22, 1.60
• Haband.com, 0:15:14, 0.58