Online retailers see 27 percent more traffic on Christmas Day 2012; Amazon, Walmart set pace
By Jay Keller
Online traffic to the top 500 retail sites saw 27 percent more traffic on Christmas Day than in 2011 to total 115.5 million U.S. visits, according to new data from Experian.
Experian also reported that Daily traffic to online retail sites during each of the five holiday milestones saw traffic increases.
The Christmas shopping season saw the largest increase in traffic over 2011 with a 27-percent increase in online traffic. Cyber Monday (11%) was the next closest followed by Black Friday (7%), Thanksgiving (6%) and the day after Christmas (1%).
“Apple iTunes site visits increased 193 percent and Apple.com visits increased 155 percent on Christmas Day 2012 versus Christmas Eve 2012,” Experian said. In comparison, Amazon.com visits increased 24 percent during the same period.
The top product search terms sending traffic to the Apple.com site were iPod Nano, iPad Mini and iPad 4. Amazon.com top product search terms sending traffic to their site were Amazon Kindle, Kindle Fire and Kindle.
Also seeing growth were gift card searches as the year-over-year total search volume for “gift card” variations increased 6.1 percent this year compared to 2011, according to Experian.
Last-minute shoppers gravitated towards gift cards more often in the last couple of days before Christmas, notching a six-percent increase over 2011.
Experian attributes the rise in gift card searches to the fact that shipping deadlines were either too close or has already passed.
Gift cards offered by credit card companies all ranked in the top ten most-searched keywords including “gift card.”
Visa was the most-frequently searched gift card keyword while iTunes, Amazon, Walmart and Starbucks rounded out the top five. Honorable mentions include American Express, Vanilla, Redbox, Kroger and Mastercard.
While the day after Christmas saw only a one-percent increase in online traffic, Experian notes their metrics do not include mobile traffic.