Ratio: Unique visitors/Returning visitors & Xmas

What's a good ratio to aim for?

[pb268]

Hi guys,

Situation A:
I've a very small site that has 'X' unique visitors and 'Y' returning visitors during most of the year. Y is usually around 10% of X.

Question A:
In general, is 10% returning visitors a goodish ratio?

Situation B:
Over the Christmas period the unique visitors doubles, but the number of returning vistors remains about the same.

Question B:
Can I assume that my site is certainly drawing in more peeps, but isn't quite geared to the festive market? I notice that the big-boys like Amazon turn their shopping basket icon into a shopping sleigh at this time of year, should I be doing something along those lines? Is Christmasing-up a website, for only 2 months a year, really worth the time and effort?

[pb268]

P.s.
Or is it that there are just more peeps idly 'browser shopping' at this time of year and all sites can expect more hits but fewer return visits?

Many thanks :O)