Commentary

Huh? Green Monday Amidst Black Friday and Cyber Monday

According to Compete's latest Retail blog, including details about "peaking" holiday shopping this year, 2007 saw four distinct purchase peaks during the holiday shopping season, all of which were relatively close to each other in terms of volume. This holiday season, 2008, no other single day could match the activity of Cyber Monday and Black Friday. Across this group of 10 major retailers,* Cyber Monday had at least 25% more people make a purchase online than the next closest day in December.

?*Leading Retailers are: Amazon.com, BestBuy.com, JCPenney.com, Kohls.com, Macys.com, Overstock.com, Sears.com, Target.com, ToysRUs.com, and Walmart.com

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Few have heard about "Green Monday," says the report, which is designated as the 2nd Monday of December, named by eBay in a marketing campaign for late-season holiday shopping, to mark the last chance to order items without having to pay for expedited shipping (which usually means the end of free shipping offers).

However, in 2008, December began on a Monday, which caused debate over the real date of Green Monday. Some anticipated December 15th (the 3rd Monday) to be a busier day because it better represented the true last chance to save on shipping. But the final figures suggest that final shipping dates in 2008 may not have been as precisely fixed as expected, as "Green Monday" had the lowest conversion rate out of the four days, after being the highest in 2007.

Daily Volumes Of Online Purchasers During The Holiday Season (Across 10 Leading Retailers)

Date

2008

2007

11/20

 779,667

 650,316

11/21

 810,664

 573,433

11/22

 917,679

 766,099

11/23

 1,041,956

 1,536,511

11/24

 955,654

 1,107,816

11/25

 890,163

 1,060,156

11/26

 826,010

 1,334,597

11/27

 1,221,686

 907,685

11/28

 2,613,012

 886,936

11/29

 1,597,573

 919,766

11/30

 1,495,769

 896,056

12/1

 2,685,065

 1,230,037

12/2

 1,701,921

 1,229,548

12/3

 1,592,458

 1,159,408

12/4

 1,620,381

 1,136,247

12/5

 1,583,884

 1,058,963

12/6

 1,766,682

 1,022,861

12/7

 2,128,706

 1,079,622

12/8

 1,897,776

 1,234,778

12/9

 1,839,848

 1,556,797

12/10

 1,850,168

 1,352,303

12/11

 1,872,683

 1,298,823

12/12

 1,772,988

 1,189,258

12/13

 1,941,887

 1,170,153

12/14

 2,110,348

 1,119,966

12/15

 2,155,051

 1,279,348

12/16

 1,965,303

 1,432,716

12/17

 1,744,420

 1,288,793

12/18

 1,488,374

 1,029,023

12/19

 1,287,681

 815,673

12/20

 1,186,371

 636,824

12/21

 

 518,628

12/22

 

 533,928

12/23

 

 466,294

12/24

 

 367,581

12/25

 

 407,332

Source: Compete, January 2009

On all four of the "key dates", the daily conversion rate (percent of shoppers making a purchase) increased in 2008 from the prior year as shoppers become more accustomed to doing their gift buying through a retailer's website.

The report writer concludes that "... As retailers pull out all the stops to salvage their years, shoppers... realize that clicking a mouse can be a... more pleasant shopping experience than wrestling the last item on the shelf... and... never-ending checkout lines."

Holiday Season Key Online Purchase Peaks (Across 10 Leading Retailers, 2007 vs. 2008)

 

Calendar date

Purchasers

Conversion Rate

 

2007

2008

2007

2008

% Change

2007

2008

Black Friday

Nov 23

Nov 28

 1,536,511

 2,613,012

70%

7.60%

10.51%

Cyber Monday

Nov 26

Dec 1

 1,334,597

 2,685,065

101%

7.13%

9.51%

Green Monday

Dec 10

Dec 8

 1,352,303

 1,897,776

40%

8.07%

8.52%

Following Monday

Dec 17

Dec 15

 1,288,793

 2,151,829

67%

7.97%

9.87%

Source: Compete, January 2009

Leading Retailers are: Amazon.com, BestBuy.com, JCPenney.com, Kohls.com, Macys.com, Overstock.com, Sears.com, Target.com, ToysRUs.com, and Walmart.com.

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