Shopper expectations spelling changes for Cyber Monday
NEW YORK — Is Cyber Monday losing its sizzle?
Black Friday may not be what it used to be in light of today’s retail landscape and economic environment, and it seems the same could be said for Cyber Monday, as today’s tech-savvy shoppers increasingly expect great deals online throughout the holiday season — not just on one day.
“For today’s shopper, every day is ‘Cyber Monday,’ and consumers want and expect great deals, especially online, throughout the entire holiday season — and they know retailers will deliver,” stated National Retail Federation’s president and CEO Matthew Shay. “Retailers will still offer unique deals exclusive to Cyber Monday, but consumers also know shopping on Cyber Monday won’t be their last chance to find low prices and exclusive promotions.”
That’s not to say, however, that Cyber Monday isn’t projected to deliver some hefty results. According to NRF’s Cyber Monday Expectations Survey conducted by Prosper Insights & Analytics over the weekend, 126.9 million (52.3%) shoppers planned to shop online on Cyber Monday. That is down slightly from the 131.6 million who planned to participate last year.
Meanwhile, HookLogic — a provider of e-commerce performance marketing solutions that partners with retailers, online travel agencies, and automotive companies — is expecting to see “the biggest Cyber Monday ever.”
In fact, HookLogic predicts that 9 pm to 10 pm EST on Cyber Monday will be the busiest hour of online shopping in U.S. history.
While mobile retailing remains important, NRF reported that about 85% of consumers said they would use their at-home computers to shop online. This compares with about 19% who said they would use their mobile device.
Retailers are no doubt doing what it takes to compete on every level. For example, Cyber Monday started even earlier at Amazon as the online retailer kicked off some of the best deals of the year on Nov. 29, with new deals added as often as every 10 minutes. Also new this year, Amazon offered mobile app shoppers exclusive Lightning Deals on Cyber Monday.
Walgreens is promoting deals both online and in store, including “Cyber Week” deals. Such “Cyber Week” deals include the Spa Sonic Professional Skin Care System for $29.99 with a Balance Rewards card (regularly $64.99) and 30,000 points with the purchase of a FitBit Flex Activity Band.
Also promoting “Cyber Week” is Target. More than 100,000 items went on sale on Target.com on Nov. 30 and will run to Dec. 6. In addition, all Target.com orders will continue to ship for free through Dec. 20.
At Walmart, Cyber Monday shoppers could take advantage of such deals as up to 45% off electronics, up to 50% off toys and video games, and up to 45% off home and appliances. Walmart also offered free shipping on orders of $50 or more.
Shoppers at CVS.com can receive 25% off regular/non-sale priced items using the coupon code CYBER25 through Dec. 2. As part of this limited Cyber Monday sales event, CVS.com will also be offering deals up to 75% off on popular gift items, including a variety of beauty products.
“Retailers are taking on the growing demand of online shopping and doing what it takes to compete on every level, including mobile optimization of their websites and unique in-store experiences that marry the two channels more than ever before,” said NRF SVP and Shop.org executive director Vicki Cantrell. “Retailers have made the online shopping experience even more compelling this year by offering free shipping deals, low prices and enhanced buy online, pick up in-store programs.”
“Shoppers have been taking advantage of discounts throughout the entire holiday weekend and will still look for ways to capitalize on Cyber Monday as well,” added Prosper’s principal analyst Pam Goodfellow. “The convenience of shopping online and finding great prices and shipping promotions every day has changed how shoppers will approach their holiday shopping lists this year, but it’s safe to say millions will still expect some of the season’s best deals on Cyber Monday.”