December 18, 2007, 12:00 AM

Traffic to e-commerce sites was up 10% last week, Nielsen says

That`s compared to the same week last year. Flowers and gifts was the fastest-growing category, up 29% over last year followed by beauty at 11% and shoes at 10%, according to web metrics firm Nielsen Online.

Traffic was up 10% last week compared to the same week a year ago to the 120 e-commerce sites tracked by Nielsen Online for its Holiday eShopping Index. The fastest-growing categories last week were flowers and gifts, up 29% from last year, beauty, up 11%, and shoes, ahead 10%.

The busiest shopping day so far was Monday, Dec. 10, when 34.9 million consumers visited e-commerce sites, 7% more than did so on the Monday after Thanksgiving.

The fastest-growing web site for the week that ended Dec. 9 was that of audio products manufacturer Bose, according to Nielsen. Here are the 10 fastest-growing sites in terms of traffic, showing traffic for the week ended Dec. 2, for the week ended Dec. 9 and percentage growth week over week. Traffic is expressed in terms of unique visitors, in millions.

  • Bose, 606, 1,362, 125%
  • Sephora, 924, 1,869, 102%
  • Lillian Vernon, 902, 1,535, 70%
  • Oriental Trading Company, 947, 1,606, 70%
  • Sony Style, 558, 940, 68%
  •, 921, 1,542, 67%
  • Vistaprint, 1,347, 2,110, 57%
  • Bath & Body Works, 601, 906, 51%
  •, 680, 980, 44%
  • Dick’s Sporting Goods, 1,116, 1,527, 37%
(Unique visitors count only once each shopper who came to a site, no matter how many times that shopper visited.)

In other holiday-related news, 64% of online shoppers plan to purchase video game consoles, games and accessories in the next year, and 71% of those buyers plan to spend more than $50 on video game paraphernalia this year, according to a survey of 3,309 online shoppers by comparison shopping site 55% of respondents say they favor video game consoles in the $100 to $300 range and that game selection is the most important criterion in choosing a game console.

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