Holiday Hype Part II: The Unimportance of Cyber Monday

You would think that with all the hype around “Cyber Monday” it must represent a very significant percentage of holiday e-commerce sales. You’d be wrong.

For perspective, here are the top on-line spending days of 2009 according to comScore:

1.   December 15 $913 million

2.   November 30 $887 million (last year’s “Cyber Monday”)

3.   December 1  $886 million

4.   December 16 $874 million

5.   December 14 $854 million

6.   December 10 $852 million

7.   December 8 $828 million

8.   December 17 $809 million

9.   December 3 $809 million

10. December 2 $797 million.

Given the strong growth in e-commerce, this year’s Cyber Monday sales will likely approach $1 billion.  That’s an impressive figure, but it will still represent only about 4% of total online holiday sales.

Oh and by the way, studies have shown that performance on Black Friday and Cyber Monday has no correlation to how retailers will fare for the entire holiday season.

So all the hype may fuel the 24 hour news cycle, but it isn’t very telling.

Sorry to be a buzz kill.


One thought on “Holiday Hype Part II: The Unimportance of Cyber Monday

  1. Any savvy retailer knows Friday After Thanksgiving and Cyber Monday for what they are, two media hyped days. They have to have something to talk about. And by the way, they are only reporting what they have been told by, guess who … retailers. Anyone can generate sales by giving the store away. The trick is to participate without loosing your shirt.
    As you stated, the real and harder game is to generate profitable sales for the season.

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