Parents discussing Holiday shopping online motivated by cost, safety

Nielsen Online reported an analysis of online conversations among parents about their kids' holiday wish lists reveals that cost and safety are top priorities. Cost consciousness emerged in nearly 20% of discussions, with parents expressing budget concerns and vowing to avoid excessive spending on gifts. 10% of discussions mentioned toy recalls, pushing many readers to seek out domestic products to "play it safe." Toys "R" Us was cited as a helpful resource in determining safe toys.

Parents expressed their intentions to buy specific products in approximately 60% of discussions. Nintendo's Wii and DS stand out as this year's "it" gifts; the Wii is especially popular because it provides entertainment for the whole family. Some parents are hoping to buck this trend and have a "green" Christmas with no plastic or electronic toys; others discussed intentions to buy educational toys like books and art supplies rather than the latest gadgets.

Overstock.com was the fastest growing online retailer when ranked by online mentions and inbound links in November 2007 versus a year ago, increasing 112%. Dell and Macy's ranked No. 2 and 3, with 84 and 83% growth, respectively.

Target was No. 1 advertiser in Retail Goods & Services industry with 639.1 million image-based impressions. Books, Music and Movies was the largest Retail Goods & Services industry segment with 712.8 million image-based impressions. Office Supplies was the fastest growing Retail Goods & Services industry segment, increasing 285% in image-based impressions week over week

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