ACCOUNTING POLICIES (Details 4) (USD $)	3 Months Ended		12 Months Ended
	Mar. 31, 2013 item	Mar. 31, 2012	Dec. 31, 2012
Revenue recognition
Number of principal segments	2
Product delivery period from date of shipment, minimum	1 day
Product delivery period from date of shipment, maximum	8 days
Consignment
Maximum revenue from consignment as a percentage of total net revenues	1.00%	1.00%
International business
Maximum revenue from international customers as a percentage of total net revenues	1.00%	1.00%
Total revenues from International sales	$ 2,900,000	$ 2,300,000
Ecommerce marketplace channels
Revenue from ecommerce marketplace channels as a maximum percentage of total net revenues	3.00%	1.00%
Other businesses
Maximum revenue from other businesses as a percentage of total net revenues	1.00%
Club O loyalty program
Expiration period of Club O reward dollars after expiration of the customer's membership	90 days
Deferred revenue
Likelihood of gift card redemption to be remote, period	36 months
Sales returns allowance
Sales return period for which full refund will be granted	30 days
Sales return period for which reduced refund will be granted	30 days
Sales return received at returns processing facility for which reduced refund will be granted, period	45 days
Allowance for sales returns	6,700,000		10,600,000
Credit card chargeback allowance
Credit card chargeback allowance	130,000		182,000
Cost of goods sold
Total revenue, net	311,994,000	262,367,000
Total net revenue (as a percent)	100.00%	100.00%
Cost of goods sold
Product costs and other cost of goods sold	239,197,000	201,793,000
Fulfillment and related costs	13,861,000	13,066,000
Total cost of goods sold	253,058,000	214,859,000
Product costs and other cost of goods sold (as a percent)	77.00%	77.00%
Fulfillment and related costs (as a percent)	4.00%	5.00%
Total cost of goods sold (as a percent)	81.00%	82.00%
Gross profit	58,936,000	47,508,000
Gross profit (as a percent)	19.00%	18.00%
Advertising expense
Advertising expense	16,500,000	12,500,000
Prepaid advertising expense	$ 569,000		$ 1,200,000
Minimum
International business
Number of countries where entity offers its products to customers	100