Another Holiday for the Consumer’s Shopping Calendar?

An update on Black Friday, Cyber Monday and Cyber Sunday…

This year I was not among the estimated 138 million shoppers (up 4 million from last year) that braved the long lines and packed stores for Black Friday sales this year. Nor am I logging on with the 106 million projected shoppers who will be taking advantage of Cyber Monday sales. However, I did my part by shopping online yesterday – now being called Cyber Sunday – the newest shopping holiday.

It seems the early promotions and door-busters paid off with the NRF reporting the average spend over the weekend at $365.34; up 6.4% from last year. The proportion of sales online rose to more than one-third of the total, the highest ever, according to the Washington-based trade group. Many retailers are hoping to prolong that trend. Wal-Mart plans to launch a Cyber Week Sale in lieu of Cyber Monday – they plan to add hot deals every day this week to lure customers to shop at Walmart.com.

In the future these sales may dictate the marketing tactics and promotions around the holiday shopping juggernaut – particularly for retailers with both physical and online stores. According to Savings.com, online shopping eclipsed bricks and mortar sales during these important days last year; reporting $595 million in 2009 Black Friday sales and $887 million for Cyber Monday.

Retailers may be able to keep the momentum going over the next several weeks by extending or resurrecting those Black Friday/Cyber Monday sales and promotions. If consumers keep buying, there may even be room to add one more shopping holiday on consumers’ calendars before the end of the year.

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