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Survey: 72 Million to shop on Cyber Monday

November 26, 2007

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Washington, D.C.—Approximately 72 million consumers plan to shop online from home or at work on Cyber Monday, the ceremonial kickoff to the online holiday shopping season, compared with 60.7 million last year and 59 million in 2005, according to a Shop.org survey, conducted this weekend by Big Research.

The survey also found that 31.9 percent of adults will shop on Cyber Monday, up 17.3 percent over last year (27.2 percent).

"Retailers will be unveiling a variety of incredible one-day sales on Cyber Monday to bring consumers to their Web sites," Shop.org Executive Director Scott Silverman said. "Online retailers consider Cyber Monday a virtual Black Friday and will be offering promotions that will be tough to beat later in the holiday season."

According to the Shop.org/Shopzilla eHoliday Survey, 72.2 percent of online retailers are planning a special promotion for Cyber Monday, up from 42.7 percent just two years ago. Promotions will range from specific deals (29.9 percent) to one-day sales (28.9 percent) to free shipping on all purchases (24.7 percent).

Tens of thousands of holiday shoppers have already visited Cybermonday.com, a Web site launched last year by Shop.org and powered by Mall Networks, which was created as a one-stop shop for consumers looking for the best online holiday promotions. The site compiles the best deals and promotions from more than 550 retailers, with specific information on one-day sales and Cyber Monday specials.

While some Americans will be shopping from home, a large percentage also plans to take advantage of Internet access at the office to shop from work. A Shop.org survey conducted by Big Research found that 54.5 percent of office workers with Internet access, or 68.5 million people, will shop for holiday gifts from work, up substantially from 50.7 percent in 2006.

In response to that trend, the NRF and Shop.org will be marking Cyber Monday with a Shop@Lunch celebration event from 11 a.m. to 2 p.m. at the ESPN Zone in Washington, D.C. The ESPN Zone will be filled to capacity with more than 300 people waiting to shop online for special deals and promotions at the event, which will feature personal shoppers and gift card giveaways from retailers such as Barnes and Noble, Giftcertificates.com, HSN, Sierra Trading Post, The Sports Authority and Zappos.com.

Big Research, which conducted the survey about consumer shopping on Cyber Monday for Shop.org, polled 2,395 consumers from Nov. 22-24. The survey has a margin of error of 1.5 percent. The survey on consumer shopping at work was also conducted by Big Research for Shop.org and polled 7,982 consumers from Oct. 31-Nov. 7. The survey has a margin of error of plus or minus 1 percent. The Shop.org/Shopzilla eHoliday Study, conducted by BizRate Research, was designed to gauge consumer behavior and online retailers' success during the winter holiday season. The poll of 116 online retailers was conducted from Sept. 26-Oct. 8.
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