Media Tip Sheets

Is Cyber Monday Still a Thing? Retail Expert Says Its ‘Uniqueness’ Is Disappearing

Monday, November 19, 2018, By Daryl Lovell

According to the National Retail Federation, more than 160 million people are expected to shop over the five-day Thanksgiving weekend, with 71 percent of those consumers planning to hit brick-and-mortar and online retailers on Black Friday.

Ray Wimer is an assistant professor of retail practice at Syracuse University’s Martin J. Whitman School of Management. With so many Black Friday shoppers opting to catch deals online, Professor Wimer says Cyber Monday is no longer unique.

Wimer says:

“Black Friday is really no longer a one-day shopping extravaganza. It really signals a kickoff to a five-day promotional period that concludes on Cyber Monday.

“Significantly early reports of buyer intent shows that 33 percent of U.S. shoppers will mostly or only shop Black Friday online taking away from some of the Cyber Monday uniqueness.

“Furthermore, 54 percent of U.S. shoppers say they are more likely to shop online during Black Friday with the biggest reasons being convenience and simplicity. Again, this would detract from the Cyber Monday event.”

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Daryl Lovell
Media Relations Manager
Division of Communications and Marketing

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