Status: Marketing gimmick
Black Friday is the day after Thanksgiving when all the stores have their big sales. It's said to be the biggest shopping day of the year. Cyber Monday comes three days later, and (according to what I heard on many newsasts this year) is supposed to be the biggest day for online shopping, a phenomenon caused by millions of shoppers returning to work on Monday and looking for bargains online. But apparently Cyber Monday isn't the biggest online shopping day of the year. And the term itself is the very recent invention of marketers. Robert Hof debunks Cyber Monday in an article in BusinessWeek.com
Contrary to what the recent blitz of media coverage implies, Cyber Monday isn't nearly the biggest online shopping or spending day of the year. It ranks only as the 12th-biggest day historically, according to market researcher comScore Networks. It's not even the first big day of the season. For most online retailers, the bigger spending day of the season to date was way back on Nov. 22, three days before Black Friday. What's more, most e-tailers say the season's top spending day comes much later, between around Dec. 5 and Dec. 15...
So what's up with this Cyber Monday idea? A little bit of reality and a whole lot of savvy marketing. It turns out that Shop.org, an association for retailers that sell online, dreamed up the term just days before putting out a Nov. 21 press release touting Cyber Monday as "one of the biggest online shopping days of the year." The idea was born when a few people at the organization were brainstorming about how to promote online shopping, says Shop.org Executive Director Scott Silverman... "It's not the biggest day," Silverman concedes. "But it was an opportunity to create some consumer excitement."
It's kind of sad to see how eagerly the media promoted this as if it was something real.
Commenting is no longer available in this channel entry.