the real cyber monday




You’ve heard them all: Cyber ​​Monday, eDay, dMonday, and xMonday were even thrown into the mix. But is there any truth to the hype, or were these days coined by savvy online retailers and internet marketing companies? By our calculations, there is some fact to the furor.

In case you’ve been hiding under a rock for the last year, or just shopping at those, oh what do they call them, physical stores, Cyber ​​Monday is a clever name for the Monday following Thanksgiving. Thanks when online retail sales are supposedly the highest. The term was coined by Shop.org in 2005, claiming that the increase in online sales was due to people shopping from their high-speed Internet connections at the office. Although this statistic turned out to be false (Cyber ​​Monday ’05 was only the ninth-highest day of online spending), it was the day with the highest retail traffic, much to the dismay of bosses around the world.

After learning that Shop.org’s calculations were wrong, people tried to predict the “real” Cyber ​​Monday for 2006. Again, the guesses were wrong, but they managed to come up with equally silly names. Some surmised that December 4, not surprisingly called “eDay,” would turn out to be the most lucrative for online retailers because consumers would “window shop” on Cyber ​​Monday: They’d see deals and compare prices, then wait. a week to shop. . After eDay came and went, and retailers weren’t seeing the sales spikes they had anticipated, another day was no doubt considered “Delivery Deadline Monday” or “dMonday.” Retailers thought Monday would have the highest sales because Christmas was two weeks away, long enough to get standard shipping rates on orders. For those procrastinators with less money qualms, a high-sell prediction was made for December 18 and dubbed “xMonday.”

It seems that if one can’t be bothered to visit an actual physical store, said person can’t be bothered to complete their Christmas shopping early either. Overall, SearchAdNetwork, a Denver-based search engine marketing agency, found that Monday, December 18 or Monday x have the most spikes in average daily earnings. People found that they could still get their orders in time for the big day; they would just have to pay a little more for shipping. The 18th also falls around the time most people get their Christmas bonuses, giving them a little extra money to spend. dMonday was the second highest average earnings day. These lazy shoppers were a bit more frugal than their xMonday shopping counterparts.

SearchAdNetwork’s media broker revealed an interesting trend this holiday shopping season: Every Monday and Tuesday were high-earning days. In previous years, buyers were hypothesized to wait until the weekend was over to take advantage of high-speed Internet connections in the office. This explanation becomes null and void as more and more people subscribe to high-speed Internet services at home. The real reason for this spike in online sales at the start of the week may be that people use computers at work so family members can’t see what they’re ordering or check the history. After discussing wish lists over the weekend, parents can try to outsmart the sneaky kids by doing all the shopping online from the office.

Highest ROAS percentage day was a statistic that the Denver search engine marketing firm found consistent across all retail clients. Not surprisingly, it fell on a familiar day of the week: Monday, December 11, or Monday. What is quite surprising is that dMonday was not the day with the highest ad spending, nor was it in the top ten for most customers. Given that Monday was also not the highest earning day, this finding is certainly curious. It appears that shoppers were more willing to go the extra mile that day to find the items they wanted, rather than simply trusting the first ad the search engines showed. Or high ROAS can be explained as the first wave of the “oh-shouldn’t-buy-gifts-now” thought process.

SearchAdNetwork reports show another interesting trend: December 26 was an unusually high day of revenue for every retail customer. SAN has a number of theories for this post-Christmas sales spike; some based on actual data, some on our customers’ product knowledge, and some based on experiences of giving and receiving gifts. SAN believes that many people shopped online for accessories and complementary products for the items they received as gifts. There is strong proof of this conjecture based on the average order size on December 26; although there were a higher number of orders, the average amount spent on each order was small. This means that people were not buying expensive items; instead, they were ordering all the fun and necessary parts for larger gifts. Another reason for this increase in revenue could be that people didn’t get what they wanted for Christmas and decided they should take matters into their own hands. Or they were simply using the money they had received as a gift to buy items online.

A client who specializes in fitness equipment saw an exceptionally large sales spike on Christmas Day. This increase could be due to people feeling self-conscious and out of shape after eating a giant festive feast. Again, these sales could be due to people spending money they received as a gift. Giving someone a treadmill for Christmas can seem like an insult, even if she had asked for it; therefore, loved ones may have given money so the recipient could do their own exercise shopping.

According to comScore, the 2006 holiday season saw a 26 percent increase in e-commerce spending over 2005; however, Cyber ​​Monday proved less than electric for online retail sales. In 2006, SearchAdNetwork discovered that the “real” Cyber ​​Monday, the single day of the winter holiday season with the highest online earnings, was December 18. A close second and also the day with the highest ROAS percentage was Monday, December 11. This data suggests that due to the convenience of online shopping, customers wait until the absolute last minute to make their purchases, even if it means spending more on shipping costs. SearchAdNetwork reports also show an increase in average earnings every Monday and Tuesday.

This trend from earlier in the week reveals shoppers’ buying patterns along with kids’ nosy tendencies, suggesting that parents wait until they get back to work to quickly and secretly order gifts from online retailers. The Internet marketing company also saw an increase in online revenue on December 26 when people bought accessories and complementary items to the gifts received the day before. Overall, SearchAdNetwork saw a significant increase in sales and ROAS for all clients. Without a doubt, there were many reasons for online retailers and internet marketing companies to celebrate the 2006 holiday season.

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