January 6, 2011, 4:19 PM

And it’s Amazon for the win this holiday season

A Kantar study finds even more shoppers went to Amazon this year than last.

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63.7% of consumers who shopped among 20 leading e-commerce sites in December say they shopped at Amazon.com, up from 55.1% a year ago. It was by far the most significant year-over-year gain among the sites monitored in the Kantar Retail ShopperScape survey.

When survey respondents included multichannel retailers they shopped for gifts, offline as well as online, Amazon ranked No. 3, capturing 42.1% of shoppers. Wal-Mart (58.1%) and Target (45.9%) led the pack. Amazon is ranked No. 1 in Internet Retailer’s Top 500 Guide. Walmart.com is No. 6 and Target is No. 21. 

Amazon’s strong December performance exemplified shoppers’ ongoing shift to online shopping and likely impacted retail same-store sales’ 3.2% growth during the month, according to Kantar. “In December shoppers were partial to spending online, perhaps encouraged even more by bad weather late in the month,” says Frank Badillo, Kantar Retail senior economist.

Kohl’s (3.2%), Toys ‘R Us (2.4%), JC Penney (2.3%) and Macy’s (1.5%) also registered year-over-year gains in shoppers coming to their sites for gift buys in December. Amazon’s next largest competitor for gift buys, Walmart.com, gained only 0.7% year over year. 33.4% of consumers say they shopped at Walmart.com in December. 

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