More Holiday Cheer at eBay

Online auctioneer eBay (EBAY Quote) has put some investors in the holiday spirit.

The company, not the first outfit that pops to mind when making a holiday shopping list, has launched a marketing plan aimed at attracting gift-giving dollars. Early signs indicate the effort is paying off in the form of increased listings, pushing some Wall Street analysts to raise their earnings estimates for the fourth quarter. Investors have also given their stamp of approval, as shares are up about 10% since Thanksgiving, the traditional start of the holiday shopping season.

The campaign includes television spots, emails and a glossy catalog that began appearing in the nation's newspapers on Sunday. The catalog features an array of goods available on eBay, from toys to vintage clothing to electronic goods, and illustrates how far the company has evolved from a quirky seller of trinkets to the global bazaar it is today. eBay fell $1.31 Monday, to $66.76.

Dead Trees

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