Love, Money, And Wardrobe Malfunctions Drive February Web Visits
Per its monthly Web traffic roundup, comScore reported that Valentine's Day-related categories--flowers, gifts, and cards--made up four of the top 10 gaining categories. Flowers, gifts, and greetings led, with an increase of 33 percent over January and 23 percent over last February. ComScore attributed this year-over-year jump to a larger total Internet population and users' further embrace of e-commerce.
Top traffic gainers in the space included 1-800-Flowers, growing 301 percent since January, and Proflowers, which grew 241 percent month-over-month. Also, traffic to the jewelry, luxury goods, and accessories category increased 33 percent compared to the month prior, and 39 percent compared to last year.
What's more, spending in the flowers, gifts, and greetings category reached $260 million in February--a year-over-year increase of 55 percent, according to comScore e-commerce tracking. Online spending on jewelry and watches grew 80 percent, approaching $200 million in sales.
Always a strong month for tax-related sites, comScore attributed an 8 percent year-over-year gain in the category to the expansion of the "Free File" partnership between the IRS and tax software manufacturers this year. The category grew faster month-over-month than any other, at 43 percent. HRBlock.com, TaxAct.com, and IRS.gov all grew by 50 percent or more from January, comScore found.
Sports fans also had a significant impact on Web traffic in February. While U.S. consumers may have already forgotten the name, GoDaddy.com took the third spot on the top-gaining properties ranking, seeing its traffic increase by 180 percent after its Super Bowl ad was pulled for unsportsmanlike conduct. Also, NASCAR.com drew some five million visitors revved up about the Daytona 500, making it the fourth-largest gainer in February. Additionally, traffic to the online gambling category grew by 12 percent between January and February.