January 5, 2009, 12:00 AM

Gap gains traffic, but shoppers stay at Mary Kay, Nielsen Online says

Gap posted a 23% increase in traffic in November compared to a year earlier and Bath & Body Works posted a 39% rise among apparel and beauty retail web sites. Mary Kay won for time spent at such sites for the month, Nielsen Online reports.

Gap posted a 23% increase in traffic in November compared to a year earlier, and Bath & Body Works posted a 39% rise among apparel and beauty retail web sites. Mary Kay won for time spent at such sites for the month, Nielsen Online reports. Meanwhile, eBay has yet to buck its trend of slumping traffic. Although the online auction site was No. 1 for the retail category, its traffic fell 39% from the same month last year.

The top 10 online apparel and beauty shopping destinations in November with unique visitors in millions this year and last and growth from prior year, according to Nielsen Online were:

  • eBay Clothing, Shoes and Accessories, 7.05, 11.49, -39%
  • Old Navy, 6.02, 5.49, 10%
  • Zappos.com, 5.10, 4.46, 14%
  • Lands End, 4.89, 4.47, 9%
  • Avon, 4.82, 4.55, 6%
  • Victoria’s Secret, 4.30, 4.22, 2%
  • Gap, 4.27, 3.47, 23%
  • L.L. Bean, 3.71, 5.58, -33%
  • Bath & Body Works, 3.56, 2.55, 39%
  • American Eagle, 3.24, 2.60, 25%

Unique visitors count only once each shopper who came to a site, no matter how many times the shopper visited. This is a custom list compiled by Internet Retailer of the top e-commerce sites in this category based on Nielsen Online data. Rankings may contain multiple web sites from the same retailer or manufacturer.

By length of visit, the top 10 apparel and beauty sites in November (minutes:seconds), according to Nielsen Online, were:

  • Mary Kay, 74:21
  • Avon, 38:43
  • Eddie Bauer, 18:58
  • Victoria’s Secret, 17:54
  • L.L.Bean, 16:53
  • Woman Within, 16:51
  • Haband.com, 16:27

  • Chadwick’s, 14:37
  • Lands End, 14:18
  • Talbots.com, 14:08

The top nine consumer goods industry segments in terms of online ad impressions (in millions) last month, according to Nielsen data, were:

  • Food and Beverage, 3,304.81
  • Personal Care, 3,045.82
  • Apparel & Jewelry, 1,109.34
  • Home and Garden, 983.41
  • Toy & Hobby, 522.80
  • Print Publishing, 507.15
  • Automotive Supply, 206.81
  • Recreational Gear, 109.70

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