Before Christmas campaigns flood your subscribers’ inboxes (and just this week we’re starting a series with tips on how to stand out in the crowd) the Thanksgiving week shopping spree ends, and Cyber Monday takes the lead in online sales. Cyber Monday is next week, so there’s still time to prepare for one of the busiest days in e-commerce.
A record set
In 2011, Cyber Monday deals attracted a record number of online shoppers, leading to a 33% jump in U.S. sales compared to 2010, according to IBM’s fourth annual Cyber Monday Benchmark study. Consumers spent an average of 2.6% more last year than they did in 2010, with the value of an average online order rising from $193.24 to a record $198.26.
Another record coming up
Again this year, Cyber Monday is projected to be the biggest day in history for U.S. online sales. The National Retail Federation predicts that 51.8% of U.S. consumers will be doing their holiday shopping online this year, up 5% from 2011, making it the first time the annual survey has predicted that online shoppers will be in the majority.
Mobile shopping on the rise
What’s crucial is that the number of shoppers who bought using smartphones and tablets increased significantly. On Cyber Monday 2011, a record 10.8% of people used a mobile device to visit a retailer’s site, up from 3.9% in 2010. Mobile sales also grew to 6.6% on last year’s Cyber Monday purchases, up from 2.3% a year earlier.
According to research, 52.9% of smartphone owners and 64.1% of tablet owners will use their devices to do research and make purchases this year. Shop.org forecasts that online holiday spending alone this year will amount to a whopping $92 to $96 billion.
Here are a few simple tips that might help you get a piece of the huge Cyber Monday pie before all the holiday promotions chime in.
Make your newsletters mobile friendly. Beware of the “fat finger phenomenon” — don’t make it difficult to click the links on a mobile device and don’t hide them from your subscribers!
People will be searching for discounts on Facebook and other social media, so be there! You can prepare a special discount or coupon for your social fans or even change the offer every hour and announce it on Facebook and Twitter.
Don’t forget about visually-oriented sites such as Pinterest – where people will be looking for gift ideas, too. Create a special “Cyber Monday discount” or “Christmas gift” board with photos of your products that link back straight to your online store.
With the recent introduction of “Secret Boards,” Pinterest users are bound to fill them with ideas for gifts they can keep secret from friends and relatives.
Get there on time
Last year consumer shopping hit its peak from 12-1 p.m. EST. There will be lots of Cyber Monday deals to compete with, so you might want to try being a bit early or getting there right at the peak. Don’t forget to check out your statistics from the previous years if you ran Cyber Monday Deal promos.
Subject: Like Cyber Monday but Earlier – Dedicated Email
And how about extending Cyber Monday a day or so? That way you can reach people who weren’t able to buy what they wanted but are still in the shopping mood (and not receiving any more Cyber Monday deals.)
Subject: Missed Free Shipping & 60% Savings yesterday? Get it today…
Subject: They’re back! Up to 60% off site-wide Cyber Days discounts end Monday.
Or even make Cyber Monday on a completely different day?
Subject: It’s Cyber Monday All Over Again! (sent a week later)
Why mention Cyber Monday? Just give a discount for whatever other reason and surprise your subscribers with a catchy subject line that will stand out from the Cyber-Monday-themed crowd.
Subject: Something Big at 11 a.m. CT!
Or try something completely different, as Patagonia did last year. Do you really think nobody bought this jacket?
Say thank you
After all, it’s Thanksgiving time, so don’t forget about a nice thank you page. Thank your Customers for the purchase with free shipping or gift wrap (remember that it’s Christmas-shopping time!)
Ready for Cyber Monday?
Share your favorite Cyber Monday emails with us!