Lower price and breadth of choice drew record numbers of US shoppers to buy online over Christmas.

They bought $23.2 billion worth of products, or 25 per cent more than in the previous year, according to Goldman Sachs, Harris Interactive and Nielsen//NetRatings. Researchers found that consumers spent the most on apparel, toys, video games and consumer electronics during the shopping season spanning November 1 to December 26.

Apparel, or clothing, reaped 16 per cent of revenue, or about $3.8 billion, while toys and video games claimed 11 per cent, or $2.5 billion. Consumer electronics followed with 10 per cent, or $2.3 billion of holiday online revenue, according to the survey. The survey did not include online travel, which often claims a significant portion of online spending.

While the figures show that many were regaled with new clothes and games over the holidays, growth in other categories point to shoppers' softer and more practical sides.

The biggest growth categories were jewelery, flowers and computer hardware and peripherals, the survey found. Jewelery sales more than doubled, jumping 113 per cent to $1.9 billion, while florists saw online revenue grow 59 per cent to $530 million. Sales of computer hardware and peripherals grew 30 per cent to $2.1 billion.

Comprehensive product information and competitive prices may have contributed to the overall increase in online shopping, the researchers said. The broad selection of available goods and convenient shipping services may have also persuaded shoppers to go online instead of to the mall, they said.