Washington, September 1, 2009 – When it comes to Americans’ favorite retail websites, not much has changed among the top 10, which speaks volumes about consumer’s love affair with their favorite brands. Those are the findings of STORES Magazine’s Favorite 50 Online Retailers survey, conducted by BIGresearch, which will be published in the September issue of STORES.

“Even in one of the worst economies modern retailing has seen, many online retailers are using the economy as an opportunity to get back to the basics and focus on the customer, ” said Susan Reda, Executive Editor, STORES Magazine. “These retailers have done a great job connecting with their customers and making their typically more mature website serve as a fresh, up-to-date research and shopping destination.”

With only a few minor shifts from last year’s positions, large retailers like Wal-Mart (#2), Best Buy (#4), JCPenney (#5), Target (#6), Kohl’s (#7), Sears (#10) and Macy’s (#11) held on to their coveted spots, using celebrity endorsements, private labels and exclusive promotions to attract online and in-store shoppers.

Landing the top spot once again this year is the world’s largest online retailer, Amazon.com. Amazon recently acquired Zappos.com (#38) and benefits greatly from the plethora of smaller vendors that sell through their site. Another pure-play online retailer who consistently ranks among the favorites is Overstock.com (#9). The auction site eBay.com (#3) slipped from No. 2 last year.

Rounding out the list is search engine Google.com (#8).

Debuting on the list this year is online community Craigslist.org (#25). During a time when price is the name of the game for most people, Craigslist offers consumers a way to score slightly used, cheap (and sometimes free) furniture, apparel and other personal or household items.

“The economy has had an intense impact on Americans’ bottom line,” said Phil Rist, Executive Vice President, Strategic Initiatives, BIGresearch. “No longer is it a hassle to cross towns to find the best deal possible if it saves the family a few extra dollars for groceries or other essential purchases.”  

Other newcomers to the Favorite 50 list this year include Meijer (#42), Forever 21 (#44), REI (#49) and Fashion Bug (#50). 

STORES Magazine’s Favorite 50 Online Retailers is a list of eCommerce websites as ranked by the consumers who use them. The survey polled 8,635 consumers and asked two open-ended questions: “What website do you shop most often for apparel items?” and “What website do you shop most often for non-apparel items?” No merchants names were listed or suggested. The final list was assembled by ranking online companies in order of total mentions.

BIGresearch is a consumer market intelligence firm that provides unique consumer insights that are gathered online utilizing very large sample sizes. BIGresearch’s syndicated Consumer Intentions and Actions survey monitors the pulse of more than 8,000 consumers each month to empower its clients with unique insights for identifying opportunities in a fragmented and changing marketplace.

STORES Media is the publishing and communications group of the National Retail Federation (NRF), the world’s largest retail trade association. STORES Media offerings include STORES Magazine (print and digital versions), STORES.org, STORES Knowledge Series, STORES First Edition and STORES Retail Deals. STORES products report on the broad spectrum of strategic issues facing senior retail executives, including: retail technology, supply chain and logistics, credit and payment systems, loss prevention, human resources, online retailing, communications, marketing, merchandising and other vital store operations.

The National Retail Federation is the world's largest retail trade association, with membership that comprises all retail formats and channels of distribution including department, specialty, discount, catalog, Internet, independent stores, chain restaurants, drug stores and grocery stores as well as the industry's key trading partners of retail goods and services. NRF represents an industry with more than 1.6 million U.S. retail establishments, more than 24 million employees - about one in five American workers - and 2008 sales of $4.6 trillion. As the industry umbrella group, NRF also represents more than 100 state, national and international retail associations. www.nrf.com.