Cybershopia

Is all that bubble wrap recyclable?  ‘Cause we are getting a lot of it this season.

Looks like ideas are. Here are the key takeaways from Click Frenzy’s big and successful overseas brother Cyber Monday:

Early Days

Cyber Monday was kicked off in 2005 by the US National Retail Federation’s online Shop.org.

  •  Supposedly American e-tailers thought that Monday was the right time for the event, as people were coming back to work after Thanksgiving to do their shopping quickly, using  their employers’ faster Internet connections.
  •  Back in 2005 the bigger spending day of the season was on November 22, three days before Black Friday (traditionally the beginning of the Christmas shopping frenzy) .
  •  Shop.org’s 2005 research showed that “77 per cent of online retailers reported that their sales increased substantially”.
  •  ‘Cyber Monday’ has become an international marketing term used by online retailers in Canada, the UK, Portugal, Germany and Chile.

Present-ish Time

  •  According to digital analytics experts comScore, Cyber Monday 2011 was the busiest shopping day, reaching $1.25 billion in online spending.

Courtesy of IBM

  • The data from the UK’sCyber Monday held last year on the 5th of December suggested it was the largest day in terms of paid search click volumes in 2011.

Courtesy of Marketing Insights, Marin Software

Cyber’s Future

IBM says Cyber Monday online sales in 2011 were up 29.3 per cent over Black Friday. Many think the only way’s up, because:

  • computer-owning households now have broadband cable or DSL connections;
  • consumer sales on mobile devices are on the rise;
  • the role of social media traffic is becoming more prominent.

Forbes says, however, that Cyber Monday is a marketing myth and its days are numbered:

  • Smart e-tailers start sales the evening before Thanksgiving. In the long run this may cannibalise Cyber Monday sales.

***

The US online shopping phenomenon Cyber Monday starts at midnight (EST) 26 November, which will be 4pm in Sydney (UTC).

More on the consumer craze and some shopping tips in this video:

By Vlad andrianov, ADMA

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