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Over 122 Million Americans to Shop on Cyber Monday, According to Shop.org Survey

View complete survey results
View list of retailers participating in the CyberMonday.com Deal of the Hour
View NRF’s Black Friday results release

For Immediate Release
Kathy Grannis (202) 821-7513  
grannisk@nrf.com
www.nrf.com/holidays

Over 122 Million Americans to Shop on Cyber Monday, According to Shop.org Survey
-Number of Shoppers Who Will Use Smartphones More Than Doubles-


Washington, November 27, 2011 – Online shopping continues to win over millions of Americans this holiday season, with a record number planning to hit retailers’ websites on Cyber Monday to take advantage of one-day only deals, percentages off websites, and free shipping offers.

According to a survey conducted for Shop.org by BIGresearch, 122.9 million Americans plan to shop on Cyber Monday this year, up from the 106.9 million who shopped on Cyber Monday in 2010. Eager to meet consumers’ demands, nearly eight in ten (78.4%) retailers will have a special promotion for Cyber Monday, according to a survey released last week.

“With promotions like flash sales that only last an hour or deep discounts on selected lines, shoppers know they can win big on Cyber Monday,” said Vicki Cantrell, Executive Director of Shop.org. “In addition to putting the finishing touches on their websites, retailers have invested heavily in mobile apps and related content as the appetite for Cyber Monday shopping through smartphones and tablets continues to rise.”

The number of shoppers planning to use their smartphones or other mobile device this Cyber Monday continues to shoot up. In just two years, the number of Americans saying they would use their mobile device to shop on Cyber Monday has nearly tripled from just 3.6 million (3.8%) in 2009 to 17.8 million (14.5%) in 2011. Even compared to figures from last year, the number of people using their mobile devices on Cyber Monday has more than doubled (2010 – 7.3 million and 6.9%).

While the majority of Cyber Monday shoppers will make purchases from their home computer (87.4%, or 107 million people), more people will also shop from work this year (15.9% vs. 12.1% last year). A Shop.org survey released last week estimated that nearly 76 million Americans would shop from work at some point during the holiday season.

“Shoppers are looking for value this holiday season, and they know they can get it on Cyber Monday,” said Phil Rist, Executive Vice President, Strategic Initiatives, BIGresearch. “Consumers have done their research and are ready to make the most of all the channels retailers offer this year, whether that’s a website or a smartphone or tablet device.”

While many retailers expect to see sales and traffic spike over lunch hours, Cyber Monday shoppers plan to go online throughout the day. According to the survey, 46.9 percent of Cyber Monday shoppers plan to hit the web early in the morning, with more than one-third of (38.1%) planning to shop in the late morning. Additionally, over one-fourth of Cyber Monday shoppers (28.1%) will shop in the early evening.

Shop.org Reveals Retailers Participating in CyberMonday.com Deals of the Hour

Shop.org’s CyberMonday.com, which features holiday promotions and special savings from more than 800 retailers, was created by retailers as a one-stop shop for consumers looking for the best Cyber Monday promotions.

In addition to hundreds of special offers, some of which will be exclusive promotions available only on the site, CyberMonday.com will be featuring a Deal of the Hour on its front page tomorrow, highlighting a different retail promotion every 60 minutes. Retailers participating in the Cyber Monday Deal of the Hour include Eddie Bauer, The Nike Store and Sephora. (View the full list of companies and times.) Offers will include free shipping specials, dollars off, percentages off, and free gifts with purchase.

A portion of CyberMonday.com proceeds benefit Shop.org’s Ray M. Greenly Scholarship Fund, which helps students pursuing careers in retail. Ray Greenly was a Vice President at Shop.org before passing away from cancer in 2005.

About the Survey

The survey, conducted Nov. 24-26, 2011 by BIGresearch for Shop.org, polled 3,826 consumers and has a margin of error of plus or minus 1.6%.

Cyber Monday, a term coined by Shop.org in 2005, began after retailers noticed a trend of people shopping online on the Monday after Thanksgiving. Today, Cyber Monday is viewed as the ceremonial kickoff to the online holiday shopping season, when shoppers flood websites expecting robust promotions and many retailers highlight some of their most compelling holiday offers.

BIGresearch® consumer intelligence provides analysis of behavior in areas of products and services, retail, financial services, automotive and media. The Consumer Intentions and Actions® Survey (CIA®) of 8,000+ respondents is conducted monthly and the Simultaneous Media Usage® Survey (SIMM®) of 15,000+ respondents is conducted semi-annually.

Shop.org, a division of the National Retail Federation, is the world's leading membership community for digital retail. Founded in 1996, Shop.org's 600 members include the 10 largest retailers in the U.S. and more than 60 percent of the Internet Retailer Top 100 E-Retailers. It's where the best retail minds come together to gain the insight, knowledge and intelligence to make smarter, more informed decisions in the evolving world of the Internet and multichannel retailing. Shop.org programs and activities include benchmarking research, events and networking communities.