sales up 1,000%

Marvin Lazaro, January 1, 2001

SAN FRANCISCO did not have a blue Christmas.

The Internet arm of mass merchant retailer Kmart, based here, posted an impressive 1,000 percent gain in overall sales and an 823 percent jump in overall traffic compared to the same period last year when the site was still named

The website's official holiday shopping season ran from Oct. 30 to Dec. 21.

Peak sales days included Nov. 24 and Dec. 10 while top sales weeks were the weeks of Dec. 3-9 and Dec. 10-16. From the first week of November up to Dec. 17, BlueLight sales were up 304 percent. December sales were also 30 percent higher than those for November.

Married females in their mid- to late-30s with at least one child were the most common visitors to the site, outnumbering the average Internet shopper, which is described as a married male between 18 and 34 years old. The average Kmart shopper is a married female in her mid-40s.

"We couldn't be more satisfied with how we wrapped up 2000," said Mark Goldstein, ceo of "We exceeded our own expectations in light of a very sobering retail climate, and have now set the stage to succeed in the new year."

More than 9.11 million visitors also visited through the week ending Dec. 17, a rise of 823.5 percent when compared to last year. New York led the U.S. in overall sales. San Francisco, Chicago, Philadelphia and Houston rounded out the top five.

Unsurprisingly, toys led category sales and electronics was number-two, but Martha Stewart Everyday and For the Home grabbed the number-three and number-two spots, respectively, while jewelry was number-five. Martha Stewart Everyday Egyptian cotton towels was also among the top individual product sellers.

"We are pleased to see that is helping to make the Kmart brand more relevant to a wider demographic," said Steven Feuling, chief marketing officer for "This means we are exposing more of America to Kmart and its exclusive brands like Martha Stewart Everyday. We believe those who shop at will be more likely to shop at real-world Kmart stores in the future, based on their Internet experience."

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