You read that right – according to a BIGresearch survey conducted for Shop.org between November 28 and 28, 2009, close to 100 million Americans plan to shop on Cyber Monday (November 30, 2009) this year, up from 85 million last year. Happily, as we saw in research released last week, almost nine out of ten online retailers surveyed are ready with an array of plans for the day, among those special email campaigns, specific deals and promotions, one-day sales, and, of course, free shipping offers of some kind.
A few details about how consumers are thinking about Cyber Monday ’09:
- 42% of all Americans plan to shop online on Cyber Monday. Make that closer to half for consumers earning $50,000 or more per year; ditto for consumers aged 18 to 34. By contrast, just one third of consumers 55 years and older expect to shop online that day.
- If you still think Cyber Monday shoppers consist primarily of workers with Internet access, guess again: nine out of ten Cyber Monday shoppers this year will be online at home.
- Cyber Monday shoppers will be looking most intensely for deals in the early morning, late morning and early evening. In the early morning, almost half of shoppers aged 18 to 34 will be shopping, versus one third of shoppers aged 55 and older. During the late morning, however, all age groups will be shopping online at much the same level.
- A small (4%) emerging group will shop Cyber Monday via their mobile device (e.g. an iPhone or Blackberry). Within this group, almost twice as many men than women will shop via mobile device, and, predictably, more of these will be younger (18-34) vs. older shoppers.
So, what else can we expect from consumers with Internet access at work this holiday season? In an early November survey conducted by BIGresearch for Shop.org, almost half of this group said they either already had or expected to use Internet access at work to browse or shop for gifts online. For 18 to 34 year olds, that’s more like two-thirds, and is closer to a third of those aged 55 to 64. Overall, however, the total number of people who said they expected to shop online from work for holiday gifts this year is down slightly from last year – 68.8 million this year vs. 72.8 million last year.
As always , please let me know your comments. In the meantime, may this be a very happy Cyber Monday for you!