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Cyber Monday - the busiest shopping day online - will fall on December 10 this year, according to Atlas Institute’s seventh annual Holiday Online Shopping Report.
Mondays are the busiest transaction days during the holiday season, and the date on which Cyber Monday falls is generally believed to fall two Mondays before Christmas, as concerns about gifts arriving on time for Christmas predictably turn Cyber Monday into a psychological deadline for many online shoppers, according to the report.
Monday, December 17, will be the second highest online shopping day, the report predicts.
This report unveils the fact that although online purchases decrease rapidly after Cyber Monday, the largest increases in web usage and the highest consumption of online ads occur as the holiday shopping frenzy moves offline. This period, described as the “offline rush,” highlights the role the internet plays in traditional brick-and-mortar retail sales during the holiday shopping season.
According to the report, the number of consumers online grows by 10 percent during the offline rush as people gather information about pending purchases that are eventually made in stores. During last year’s offline rush between Cyber Monday and Christmas Day, the rate of online ad consumption increased by 18 percent.
“Although online sales fall predictably after Cyber Monday, our study reveals that the web continues to fuel offline holiday sales,” said Young-Bean Song, vice president of Analytics at the Atlas Institute.
The report suggests that advertisers adjust their online ad messaging to reflect the mental shift in purchasing decisions that occurs during the offline rush. Specific adjustments might include alleviating shipping concerns with guaranteed delivery dates, highlighting the availability of in-store pickup, and promoting last-minute deals on gifts.
The report also reiterates that it is important for advertisers to maintain a solid online presence throughout the holiday season — even before Cyber Monday. Mondays and Tuesdays continue to be the busiest online shopping days during the holiday season, and prime online transaction hours occur between noon and 4 p.m. EST.
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