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Online Retailers Think Big for Black Friday, Cyber Monday Promotions, According to Shop.org

For Immediate Release
Shari Brown or Kathy Grannis (855) NRF-PRESS
browns@nrf.com
www.nrf.com/holidays

View complete survey results

Online Retailers Think Big for Black Friday, Cyber Monday Promotions, According to Shop.org
-Four in 10 Retailers Will Offer Free Shipping W/O Conditions on Cyber Monday

Washington, November 19, 2012 – Shoppers won’t have to go too far to find great deals Thanksgiving weekend and Cyber Monday; in addition to the plethora of in-store promotions, many companies are planning to offer attractive online deals for the biggest shopping weekend of the year. According to Shop.org’s eHoliday survey conducted by BIGinsight, 97.3 percent of online retailers will offer special promotions at some point during the Thanksgiving weekend, up from 90.2 percent last year. Specifically, 45.7 percent will offer specific online deals on Thanksgiving Day, and a record 85.0 percent will offer special promotions on Cyber Monday, up from 78.4 percent last year. 

"Consumers are increasingly shopping and buying both online and in-store this holiday season,” said Shop.org Executive Director Vicki Cantrell. “Savvy retailers are getting the word out to customers about in-store offers and events using online vehicles such as Facebook, email, Twitter, and mobile alerts. Now more than ever retailers are integrating their digital and in-store promotions, working to create that seamless shopping experience that they know consumers demand and expect."

As one of the biggest online shopping days of the year, there’s no doubt consumers are in for a treat when they log on to CyberMonday.com or retailers’ websites this year. Retailers will spoil their customers with gifts of coupons/percentage off their purchases (47.1%), limited time promotions (26.5%), and other online specific promotions (29.4%). However the biggest treat will be free shipping without conditions: 44.1 percent of retailers polled will offer the customer-favorite on Cyber Monday, up significantly from the 12.5 percent who said so last year. Another 29.4 percent will offer free standard shipping with conditions.   

“There’s no question that one of shoppers’ favorite deals is free shipping—in fact, many expect it— and retailers are responding,” said BIGinsight Consumer Insights Director Pam Goodfellow. “The free shipping ‘savings’ plus any additional discount or promotion should pique online shoppers' interest from Thanksgiving through Cyber Monday this year.”

Cyber Monday, a term coined by Shop.org in 2005, began after retailers noticed a trend of shopping online the Monday after Thanksgiving when people returned to work. Today, Cyber Monday is viewed as the online equivalent to Black Friday – the ceremonial kickoff to the online holiday shopping season when shoppers flood retailers’ websites expecting robust promotions such as deep discounts and free shipping offers. 

72 Million People with Internet at Work Shop at the Office 

Holiday shoppers who simply couldn’t find the time to do it all over the weekend will look to Cyber Monday to help put a dent in their shopping list, even if they have to do it during their lunch hour at work. According to NRF’s holiday spending survey, 56.8 percent or 72 million people, will shop for a holiday gift from the office this year.

CyberMonday.com to Feature Deals of the Hour on Black Friday and Cyber Monday

Those looking for great deals in one place need look no further than CyberMonday.com, a one-stop shop for online deals. This year, CyberMonday.com will feature special Deals of the Hour on both Black Friday and Cyber Monday. Black Friday deals can be viewed here, and Cyber Monday deals will be announced on Sunday, November 25 when NRF and Shop.org release information about the number of people who shopped online over Thanksgiving weekend and who expects to on Cyber Monday. 

About the Study

The NRF 2012 Holiday Consumer Intentions and Actions Survey was designed to gauge consumer behavior and shopping trends related to the winter holidays. The survey polled 9,383 consumers and was conducted for NRF by BIGinsight from November 1-6, 2012. The consumer poll has a margin of error of plus or minus 1.0 percent.

BIGinsight delivers executives timely, consumer-centric insights from multiple sources. As a comprehensive resource of information, BIGinsight represents the voice of the consumer and provides knowledge to marketers regarding consumer views on the economy, personal finance, retail, lifestyle, media and domestic and world issues. www.BIGinsight.com.

The eHoliday Study, now in its tenth year, provides an authoritative snapshot of the holiday activities of both large and small online retailers, many of which have been in business for at least ten years, and also includes the sentiments of online holiday shoppers. The Study, conducted by BIGinsight for Shop.org, surveyed 2,988 consumers from September 26 – October 11, 2012 and 40 online retailers from September 25 – October 11, 2012.

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