Move over Black Friday, here comes Cyber Monday
What: The headlong dash into the holiday shopping season is infamous for starting on Black Friday, the day after Thanksgiving. But it’s also no secret that the last six years have seen a measurable increase in online holiday shopping, which culminated last season in $32.6 billion in sales. Get ready and be prepared as online shoppers begin flooding sites on Cyber Monday, Nov. 26.
Background: The term “Cyber Monday” was coined in 2005 by Shop.org after it found 77 percent of online retailers showed a bump in sales the Monday after Thanksgiving. The amount spent has grown every year, and is attributed to the fact that many people get a jump on holiday shopping when they return to work after Thanksgiving vacation.
Story Pitch: Any online retailer, or producer of goods sold online, will want to prepare for Cyber Monday by making sure its online purchasing methods are reliable and ready to go for the surge in shoppers. If you’re an online retailer with an email database of customers, remind customers of your upcoming deals for the shopping holiday. Packaged deals, temporary discounts and other sales can ensure that you get the business of people of who find your site while searching for holiday goods. Web designers and software professionals can also pitch around this event, offering their services to online retailers or companies who don’t yet sell their products online. Be sure to highlight the potential benefits customers will see right way from being ready for Cyber Monday.
Story Hook: During Thanksgiving 2011, 64.4 percent of online transactions had free shipping. What are other elements that can make or break an online sale for customers? Keep the following in mind while making your pitch:
- How do most customers search for and locate their purchases during the holiday shopping season?
- What types of deals, email reminders and other strategies keep customers from abandoning their online shopping carts?
- How do fulfillment centers for online orders adapt to the influx in sales?
- What are the factors that go into keeping a website fast and stable during heavy purchase times?
Tips: A representative from a company that produces goods sold online or someone who runs a retail website would be a great resource for answers about what works to drive sales during the holiday season.
National Retail Federation