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Cyber Monday Significance Rises as Nine in Ten Retailers Plan Special Promotions

Shop.org will release new Cyber Monday survey results conducted Black Friday weekend on Sunday, Nov. 28 by 2 p.m. ET.

For Immediate Release
Kathy Grannis (202) 783-7971 or grannisk@nrf.com

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Cyber Monday Significance Rises as Nine in Ten Retailers Plan Special Promotions

--Companies Aggregate Deals on Shop.org’s CyberMonday.com--

Washington, November 22, 2010—Five years after the phrase “Cyber Monday” was coined, retailers have even bigger plans for the Monday after Thanksgiving. According to Shop.org’s eHoliday Survey, conducted by BIGresearch®, nearly nine in ten (88.2%) retailers will have a special promotion for Cyber Monday, up from just 72.2 percent in 2007. Retailers’ Cyber Monday plans are more robust this year with nearly half of companies offering specific deals (49.0%, up from 42.9% last year) and many planning one-day sales (41.2% vs. 32.9% last year) and free shipping on all purchases (21.6% vs. 15.7% last year). In addition, the majority of retailers (62.7%) will send promotions and deals to shoppers through a special Cyber Monday email.

“When Shop.org coined “Cyber Monday” to illustrate the trend of people shopping online on the Monday after Thanksgiving, we never imagined it would become such a popular phrase in the retail dictionary,” said Joan Broughton, Interim Executive Director of Shop.org. “Today, Cyber Monday has become such a crucial component of the holiday season that many retailers – and shoppers – don’t remember the holidays without it. And just when we think that Cyber Monday can’t get any bigger, it does.”

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 online equivalent to Black Friday: 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 online holiday offers.

Over Half of People with Internet at Work Will Shop at the Office

Although many will opt to shop for holiday gifts online from home, many Americans also set aside time over their lunch hours or at the end of the day to shop online from work. According to the survey, 54.5 percent of workers with Internet access, or 70.1 million people, will shop for holiday gifts from the office this year. Employees most likely to shop from work include men (56.5%) and young adults 25-34 (71.8%).

“Even though much of the Cyber Monday shopping is shifting to early mornings and late nights, there’s something to be said for being able to shop online for holiday gifts without worrying about curious children or spouses looking over your shoulder,” said Phil Rist, Executive Vice President, Strategic Initiatives, BIGresearch. “Many businesses understand that Americans’ work and personal lives are merging, and would rather have employees shopping online at work than driving all over town during their lunch hour looking for the perfect gift.”

CyberMonday.com to Feature Deal of the Hour on Black Friday, Cyber Monday

While online retailers will feature promotions and savings on their own sites, more than 700 companies have come together again this year to feature their Cyber Monday deals in one place. At CyberMonday.com, which launched four years ago, retailers will be posting holiday promotions and special savings both on Cyber Monday and throughout the holidays. CyberMonday.com, powered by Cartera Commerce, 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 only available on the site, CyberMonday.com will feature a Deal of the Hour on both Black Friday and Cyber Monday this year, highlighting a different retail promotion every 60 minutes. (Most retailers participating in Black Friday Deals of the Hour have been announced; Cyber Monday Deals of the Hour will be released on Sunday, Nov. 28.) Offers will include free shipping specials, dollars off, percentages off, and free gifts with purchase.

About the Surveys

The Shop.org eHoliday Study, conducted by BIGresearch, polled 51 retailers and was conducted Sept. 1-27, 2010. The poll on consumer shopping at work was conducted for Shop.org by BIGresearch from Nov. 3-9, 2010. The survey, which polled 8,778 consumers, has a margin of error of plus or minus 1.0 percent.

BIGresearch® consumer intelligence provides analysis of behavior in areas of products and services, retail, financial services, automotive and media. The BIGresearch 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.