Are You Ready for eDay, Cyber Monday or Year-Round Holiday Shoppers? - eMarketer
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Are You Ready for eDay, Cyber Monday or Year-Round Holiday Shoppers?

The biggest shopping day online is coming... but no one agrees exactly which day it will be.

November 15, 2006

Coremetrics has released data dispelling the marketing myth that "Cyber Monday," the Monday after Thanksgiving, is the largest online shopping day of the holiday season. The firm advises retailers that the highest traffic day — and the top sales day — newly christened "eDay," will actually come one week after Cyber Monday, on December 4.

Coremetrics predicts that sales on that date will be 19% higher than Cyber Monday, and that 2006 overall holiday retail sales will increase 16% over last year's holiday season.

Percent Higher that Online Holiday Sales Will Be on eDay* vs. Cyber Monday**, 2005 & 2006

After eDay, Coremetrics predicts the next four largest days for online retail sales will be the Monday one week after eDay, the Wednesday after eDay, the Tuesday after eDay and the Tuesday one week after eDay.

For comparison, the Marketing Experiments Journal compiled the top 10 online holiday shopping days for the years 2002 through 2004.

Top 10 Holiday Shopping Days in the US, 2002-2004

Of course, none of this may matter quite so much, because according to Shop.com, last-minute holiday shopping may be becoming a thing of the past.

In a survey of 2,400 US online shoppers, nearly 44% said it is never too early to start shopping, and only 6% of them said they resort to 11th-hour insanity to complete their holiday shopping.

US Holiday Shoppers, by Shopper Type, 2006 (% of respondents)

More than half of the Shop.com respondents plan to buy gifts for three to 10 people, and 40% have more than 10 people on their holiday lists. Almost 50% said they would spend more than $35 per gift, and 20% said they would plunk down over $75 per gift.

"Ninety percent of our survey respondents were women, and as a busy working mom myself, I appreciate the convenience and ease of shopping online," said Cori Tuck of Shop.com. "When you're responsible for buying gifts for at least a dozen or so people — anything you can do ahead of time or at night while the kids are asleep gives you cheer."

In addition, one of every five respondents (21%) said they await the holiday shopping season with glee. Though the opposite results were not published, it can be presumed that four out of five shoppers look on the coming season with some degree of dread. Bah, humbug!

For more on preparing for the holidays, read eMarketer's recently released Online Holiday Shopping Preview report.

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