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NEW YORK ( TheStreet) -- Priceline.com (Nasdaq: PCLN) hit a new 52-week high Friday as it is currently trading at $639.45, above its previous 52-week high of $638.56 with 119,604 shares traded as of 9:45 a.m. ET. Average volume has been one million shares over the past 30 days. Priceline.com has a market cap of $26.07 billion and is part of the services sector and leisure industry. Shares are up 36.3% year to date as of the close of trading on Thursday. priceline.com Incorporated, together with its subsidiaries, operates as an online travel company. The company has a P/E ratio of 30.4, above the average leisure industry P/E ratio of 27.7 and above the S&P 500 P/E ratio of 17.7.