Christmas Day online retail traffic rose 27% in 2012 compared with 2011, as the top 500 retail sites received more than 115.5 million total U.S. visits, according to Experian Marketing Services. Analysts analyzed the post-Christmas retail trends. The top five most-visited sites Christmas Day 2012 were Amazon, Walmart, Target, Best Buy and Macy's. The top terms sending traffic to Amazon.com were Amazon Kindle, Kindle Fire, and Kindle. Visits rose 24% on Christmas Day 2012 versus Christmas Eve 2012.