Black Friday – Cyber Monday – Green Monday – Super Saturday — Holiday Name Droppers
Many consider the holiday shopping season to be a make-or-break proposition: A strong online sales season can make the whole year a success, while a weak holiday sales season can spell disaster.
After the rush to local retailers on Black Friday (the day after Thanksgiving, traditionally the first day of the holiday gift shopping season) consumers continue to spend more holiday money online each year.
Cyber Monday (online sales that happen the 1st Monday after Thanksgiving) and Green Monday (usually the 2nd Monday in December) offer up additional marketing opportunities for e-commerce stores.
Black Friday has begun looking more like “Cyber” Friday for many online retailers, according to new analysis from Criteo.
As mobile research and purchasing increased, retailers saw online sales on Black Friday nearly equal those of Cyber Monday last year.
“The path to purchase for today’s consumer has evolved and, as a result, people are doing a tremendous amount of online shopping across all devices on Black Friday,” said James Smith, EVP, Americas at Criteo. “Sales on mobile especially have hit record numbers, according to 2014 data.” And remember, if customers are not specifically buying on their mobile devices, they are searching for all relevant product data. This takes into account just how vital it is to make sure your mobile presence is both easy to use, view and navigate.
Mobile Sales Volume Higher On Black Friday than On Cyber Monday
In fact, sales volumes from smartphones and tablets were 18 percent higher on Black Friday than on Cyber Monday among mass merchants in 2014. On Black Friday, 32 percent of e-commerce sales were made on a mobile device, compared to 24 percent on Cyber Monday.
Overall, online sales from mass retailers on Black Friday 2014 were 275 percent higher than non-holiday periods, nearly in line with Cyber Monday sales.
The Tuesday after Cyber Monday is also becoming an important day for online retailers, according to the Criteo insights.
Criteo has dubbed this day “Bounce-back Tuesday” for the lasting sales impact the day had on online transactions last year. Sales across all major retail categories were 159 percent higher than the average day on Bounce-back Tuesday in 2014. Sporting Goods actually saw higher online sales that Tuesday than on Black Friday.
Criteo analyzed data from nearly 200 retailers and more than 63 million online transactions made during the 2014 holiday season.
Green Monday – is the third biggest online shopping holiday of the year.
Green Monday — the second Monday in December — was coined by eBayEBAY, +1.06% in 2009 to mark its busiest sales day in December. (Green refers to the color of money — not to recycling or the environment.) It doesn’t have the same name recognition as Cyber Monday, which was the brainchild of Shop.org in 2005 and took off with online retailing and the advent of the smartphone and tablet.
This year, Cyber Monday topped $2 billion in sales, up 17% over last year, according to the National Retail Foundation; that pales compared with Black Friday, which had an estimated $50.9 billion in sales, down 11% on last year. But Green Monday is set to take a respectable third place; it had $1.4 billion in sales last year, up 10% year-over-year, according to data from market researcher comScore.
“It’s not as big as Cyber Monday, but it’s bigger than Black Friday for Thanksgiving online sales,” says Brent Shelton, spokesman for deal site FatWallet.com. At least, it will be if retailers continue to offer discounts online to keep the holiday shopping season momentum going. Online sales on Thanksgiving rose 32% to $1 billion and 26% to $1.5 billion on Black Friday, comScore estimates.
Super Saturday, or Panic Saturday is the last Saturday before Christmas, a major day of revenue for American retailers, marking the end of the shopping season they and many customers believe begins on Black Friday. Super Saturday targets last-minute shoppers. Typically the day is ridden with one-day sales in an effort to accrue more revenue than any other day in the Christmas and holiday season.
This day typically nets a significant amount of revenue for retailers because of the demand by shoppers. Reports indicated that by the middle of December, more than half of all shoppers in the United States still had more holiday shopping to do. Some experts predicted that approximately 40% of consumers hadn’t started their holiday shopping by Super Saturday, with some customers citing full-time jobs as impeding their access to stores earlier in the year. Cathy Bergh from The Christmas House notes that the day is significant because it is “the last chance [for shoppers] to get out and do their shopping.
Some shoppers, however, intentionally wait for Super Saturday to finish their shopping due to the availability of discounts. Alternative reasons for waiting until the final Saturday to make holiday purchases include ensuring that purchases are within budget. Other customers choose to do their shopping early in an attempt to avoid the long lines and large crowds associated with the retail holiday.
Unlike Black Friday, online shopping does not typically infringe upon retail stores’ access to customers. Due to Super Saturday’s proximity to Christmas, shoppers are typically reluctant to venture online for deals, as purchases may not be able to arrive in time for the holiday