BlueLight.com, Kmart Corp.'s e-commerce outpost, said its overall sales during holiday 2000 season posted a 1,000 percent gain and an 823 percent jump in traffic, as measured by Jupiter Media Metrix, compared to the same period last year. A review of BlueLight's demographics shows the site attracted a significant share of married females with children compared with other sites which attract a heavier proportion of "average" Internet shoppers, considered to be married men between 18 and 34 years old. BlueLight's official holiday shopping season ran from Oct. 30 to Dec. 21, the last day the site shipped items guaranteed to arrive by Christmas. Last year, Kmart ran the site as kmart.com, changing the name earlier this year to BlueLight.com. Peak sales days on the site were Fri., Nov. 24 and Sun., Dec. 10. Top sales weeks were the week of Dec. 3rd and the week of Dec. 10th. Sales in the month of December climbed 30 percent over those in November, the company said.
Copyright December 2000, Crain Communications Inc.