Black Friday really was a mixed bag for online retailers, according to Coremetrics tracking data.
Most sectors experienced reduced e-commerce activity. However, some categories such as health and beauty and jewelry experienced an uptick in online shopping.
In general, the number of Web page and product views was down more than 8% for online retailers, compared to Black Friday 2007.
The exceptions to the trend were department stores, gift stores and jewelers, which saw an increase in the number of consumers who completed online orders, according to Coremetrics.
Department stores registered a 12% increase in online order sessions and a 30% increase in the average number of items per order, plus a 10% increase in order value, compared to last year.
Online browser and shopping cart sessions increased 6% and 10% respectively in the health and beauty category.
The jewelry category saw an 80% increase in shopping cart sessions and a 36% increase in online order sessions.
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