Toys, Consumer Electronics See Web Surge

NEW YORK As expected, traffic to online shopping sites has grown significantly since the end of October, with purveyors of consumer electronics, jewelry and toys reaping much of the season’s tidings.

Traffic to toys and video game Web sites, for instance, is up nearly 178 percent since the week ending Oct. 26, according to Nielsen/NetRatings, a part of Adweek parent VNU. The perennial favorite experienced a 19 percent week-over-week traffic increase the week ending Nov. 30.

The jewelry category also has seen a triple-digit traffic surge since the last week in October, rising 106 percent. Trips to these Web sites increased 28 percent from the week ending Nov. 23 to the week ending Nov. 30.

Consumer electronics continues rise on the Web, with traffic to the category climbing nearly 106 percent since the end of October and 62 percent for the last week in November.

Abha Bhagat, senior Internet analyst for Nielsen/NetRatings, attributed the popularity of consumer electronics in part to special holiday promotions. “That said, year-over-year spending in consumer electronics has only grown marginally because of the lower prices and higher volume sales, as consumers go online to take advantage of these great deals,” said Bhagat.