Cyber Monday is by now entrenched in the consumer’s mind as another holiday shopping marker: 3 out of 5 retailers whom we surveyed just after the holidays last year noted that Cyber Monday was one of the two top grossing days for online sales for the season. Indeed, comScore estimated that Cyber Monday online sales topped $1 billion for the first time, up almost 16% from Cyber Monday 2009. So, what’s the outlook for Cyber Monday 2011?
- Online shoppers are primed for Cyber Monday deals. According to a recent consumer survey conducted by BIGresearch, more than 5 out of 10 adults over the age of 18 plan to shop on Cyber Monday this year. Good news: among online shoppers, that’s more like 9 out of 10. Much like last year, the ubiquity of broadband connections in homes across the U.S. means that almost 9 out of 10 Cyber Monday shoppers will shop from a computer at home – just 16% plan to shop while at work
- Tap email, search and social media to catch online shoppers early – and throughout the day. Well over three-quarters of retailers surveyed are planning to offer special promotions for Cyber Monday, so the key is for retailers to beat competitors to the messaging punch. Much like last year, Cyber Monday shoppers will be ready early: 58.3% of online shoppers will look for Cyber Monday deals in the early morning. Retailers need to get out their Cyber Monday emails, Facebook wall posts and Tweets early to catch the shopper’s eye – and share of wallet (nor should retailers forget about search as part of the mix). That said, shopping demand will continue throughout the day, with as many as one-quarter of online shoppers still browsing deals by the late evening. As such, a steady, coordinated series of Facebook and Twitter updates highlighting offers and specials will stoke consumer interest throughout the day.
- One quarter of Cyber Monday shoppers anticipate using mobile devices. The real standout this year, of course, is the continued rise of mobile devices for Cyber Monday shoppers: 14.5% of all Cyber Monday shoppers expect to use a smartphone and/or tablet device for at least part of their shopping, double the number we saw last year (6.9%). Among online shoppers this year, however, that’s actually a whopping 23.8%. For a retailer, that’s another golden opportunity to proactively make an offer to a specific customer, especially if that retailer can tap into location-based mobile advertisements with a specific call to action.