Sales on Cyber Monday shifted from the lunch hour time frame to early morning and evening hours as more American consumers made their online purchases from home, according to Shop.org.
As a result, while midday sales were softer than past years, early morning and evening sales reportedly beat projections.
“With more people shopping on Cyber Monday this year and an increasing number of retailers offering promotions, this was the largest— and most important— Cyber Monday yet,” said Scott Silverman, executive director of Shop.org. ”Since retailers began highlighting Cyber Monday promotions five years ago, Americans’ spending patterns have changed. More families have high-speed Internet access at home and don’t need to rely on their work computers to make holiday purchases, which makes the early morning and evening hours crucial for retail sales.”
A survey released by Shop.org found that 41.5% of those making a purchase on Cyber Monday were planning to shop early in the morning and a sizeable number of Cyber Monday shoppers planned to shop in the early evening (32.9%) or late evening (22.7%). The shift in spending coincides with a decline in people shopping from the office. According to the survey, 91.5% of Cyber Monday shoppers planned to shop from home on Cyber Monday while just 13.5% planned to shop from work.
According to a Shop.org survey conducted by BIGresearch, 96.5 million Americans planned to shop on Cyber Monday this year, up from 85 million in 2008. And retailers were standing by to deliver to bargain hunters: nearly nine in ten (87.1%) retailers offered a special promotion for Cyber Monday, up from 83.7% last year and 72.2% in 2007, according to Shop.org.
“While many online retailers are breathing a sigh of relief after a successful Cyber Monday, they will quickly shift their focus to finding ways to bring shoppers online for the rest of the holiday season,” said Silverman. “Many websites will experience another huge surge in traffic the week of December 14, when shipping offers begin to expire, so companies are taking lessons-learned from Cyber Monday and planning to implement minor changes over the next few weeks.”