Traffic to online retail sites wound down week before Christmas

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Online shopping fell more than 10 percent in the week ended Dec. 24 from the season's peak, the week ended Dec. 3, according to Media Metrix's Online Shopping Index. The exception was in the flowers, gifts and greetings category, which increased 45 percent. Media Metrix said 31.8 million unique visitors went to online retail sites during the week before Christmas, a decrease of 10.9 percent since the holiday season's peak of 35.6 million unique visitors the week ended Dec. 3. Compared to the same week last year, however, the Media Metrix Online Shopping Index (which aggregates Web visitors from both home and work to nearly 400 retail sites and 18 retail subcategories) was up by 28.4 percent. and remained the top two retail sites, with 1.3 million and 1.2 million average daily unique visitors, respectively. Flowers/gifts/greetings sites followed closely behind with 1.8 million average daily unique visitors.

Copyright December 2000, Crain Communications Inc.

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