Since the term was coined in 2007, Green Monday has become one of the busiest days of the holiday season. It’s been adopted by others as a key measurement of online sales, and some retailers are using the second Monday of December as another opportunity to offer holiday bargains.
In 2012, comScore found that Green Monday ranked third among all days in the online holiday shopping season, raking in $1.275 billion, a jump of 13 percent over the same day in 2011 and not far behind $1.465 billion on Cyber Monday. A total of 9 million U.S. consumers shopped on Green Monday last year, spending an average of $140.71 in 15.9 million transactions.
With Green Monday falling on December 9 this year, we asked retailers in an anonymous flash survey this week how they were planning for the day. Among the 45 retailers who responded, we found that:
Consumers will see offers that are easy to understand and redeem. Just over one-third of retailers surveyed plan to offer free shipping, some with conditions and others without. One-fifth plan to offer an online-only sale or a site-wide percentage-off coupon. By contrast, very few expect to offer more complex promotions such as a free gift or gift card with purchases.
Not all retailers are convinced they need to do something. Three out of 10 don’t plan Green Monday offers.
Tried and true online marketing messages will get the word out… Email (67 percent), home page (64 percent), and paid search (51 percent) are top choices for retailers to market their specials for the day.
…Bolstered by select social media. Facebook (51 percent) and Twitter (40 percent) will be buzzing with retailer offers, though few will tap Pinterest or other social media.
Mobile advertising may play a more muted role for Green Monday. Just one in 10 retailers will use mobile ads or SMS/MMS text messages to promote Green Monday specials. In the case of text, this low use might reflect the retailer’s perception of the appropriate audience for text, as well as tight regulations around this marketing vehicle. As mobile marketing evolves, retailers can learn from use cases such as Ace Hardware’s recently successful coupon campaign which generated a 49 percent redemption rate.
What are you planning for Green Monday? Tell us in the comments.