Retailers gear up for Cyber Monday promotions



A 2009 eHoliday Study found 87.1 percent of the 70 retailers surveyed plan to offer Cyber Monday promotions.

These promotions include:

Special e-mail campaign: 50 percent.

Specific deals/promotions: 42.9 percent.

One-day sale: 32.9 percent.

House file promotions: 20 percent.

Free shipping on all purchases: 15.7 percent.

Free shipping at lower than usual minimum purchase level: 8.6 percent.

Free gift with purchase: 7.1 percent.

Refer a friend promotion: 5.7 percent.

Other discounted shipping: 4.3 percent.

Tiered discount promotion: 2.9 percent.

Gale Felt will spend her holiday shopping season in front of a computer.

“I don’t like to shop the mall,” she said.

Felt and millions of other consumers plan to shop online for Christmas presents this year. Enstrom Candies, 701 Colorado Ave., where Felt works as an assistant retail manager, is responding to the trend.

Enstrom Candies hires seasonal employees to help handle the surplus of online orders expected each December. The company has a holiday call center for phone orders and has order forms in the store. Enstrom Candies added online ordering earlier this decade.

“They’re always trying to keep up with technology,” Felt said of her employer. She said she didn’t know exact numbers for online sales, but all orders and sales combined make the end-of-year holidays Enstrom’s most profitable season of the year.

A survey by the National Retail Federation found 27.6 percent of Americans planned to shop online this weekend.

Men (28.7 percent) were more likely than women (26.6 percent) to say they’d shop online this weekend. Online shopping gets less appealing the older a person is (29.9 percent of people 18 to 34 years old said they’d shop on-line compared with 23.7 percent of people 55 or older) and the less money a person has (23.1 percent of people making less than $50,000 a year planned to online shop this weekend, compared with 33.1 percent of people making more than $50,000 a year).

A BIGresearch and survey estimated 68.8 million Americans that have access to the Internet at work will shop for holiday gifts on their work computer Monday.

Although it may seem to be their nemesis, retailers are using the Internet to their advantage. A BIGresearch and survey of merchants with brick-and-mortar stores found 78 percent of those surveyed planned to notify shoppers of in-store Black Friday deals, and 54 percent planned to show deals on their Web pages. Just 14 percent of the 70 respondents said they wouldn’t use the Internet to promote any Black Friday specials or events.

About two of every five retailers said they’ll use the Internet more this year than last year to promote in-store deals.


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