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Hitwise Intelligence - Heather Hopkins - UK

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Charity Christmas Gifts Gain in Popularity

December 13, 2005

This year we have all reached deep in our pockets to give generously to those in need. We rang in the New Year grieving for the losses in South-East Asia following the Indian Ocean Earthquake. This disaster was followed by a steady stream of events and disasters from Red Nose Day and Live 8 to Hurricane Katrina and the Pakistan earthquake.

The news has been filled in recent weeks with reports of the continuing despair in the areas affected by the Indian Ocean Earthquake and the worsening conditions in Pakistan as a harsh winter takes hold. Hitwise data reveals that there is continued appetite to give to those in need with increased demand in the UK for charitable gifts this Christmas.

As mentioned in my recent Retail Research Report, www.oxfamunwrapped.com has enjoyed unprecedented market share of visits in the lead up to Christmas. Last week, market share of visits to the site were up 244% year on year and the site took the #1 ranking in the Community - Humanitarian category based on visits.

Oxfam Unwrapped is performing well against mainstream retailers as well. While last year, the site peaked at a ranking of 369 based on visits within the Shopping and Classifieds category the week ending 18 December 2004, this year the site had already climbed to rank 180 the week ending 10 December 2005. Within the Flowers and Gifts category, the site ranked 17 the week ending 18 December 2004 and last week held the number six spot.

Searches for charitable gift products are also up over last year. Searches for 'give a goat' were up 23% last week compared with the same week in 2004. In 2004, there were only two weeks in the lead-up to Christmas during which there was a sufficient volume of searches for 'give a goat' for the term to be captured by Hitwise. This year, we have reported a growing share of searches for the term since the week ending 19 November 2005.

Hitwise Oxfam Unwrapped Growth.png