Staples, Office Depot Benefit from Improved Back to School in September

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Includes: ODP, SPLS
by: Compete

2009 is BIG for Back to School: Staples and Office Depot See YOY Growth in Q3

September marked the beginning of the school year and the end of the Back to School Season for office supply retailers. Q3 sales figures have yet to be released, but if site volume is any indicator, online office supply retailers saw a year over year boom. Industry leaders, staples.com (NASDAQ:SPLS) and officedepot.com (NYSE:ODP), each saw huge gains – staples.com up 59% YOY to 23.7MM unique visitors (UVs) and officedepot.com up 21% YOY to 13.3MM UVs in Q3.

Traffic from the search engines contributed greatly to these gains – staples.com up 45% YOY and officedepot.com up 22% YOY in total search referrals.

 Total Search Referrals - Staples.com vs. Officedepot.com

Natural search traffic seems primarily responsible for search growth as the share of natural search referrals for both sites is up (staples.com natural search share increased 17% to 83% and officedepot.com natural search share increased 25% to 77% of total search referrals).


Top 10 Gains In Monthly Unique Visitors

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Top 10 Fast Movers September 2009