If you’ve listened to any mass media in the last 48 hours, you can’t help but heard the term “Cyber Monday,” a neologism used to describe the Monday following Black Friday which, according to users of the term, is the busiest online shopping day of the year as shoppers return to work and log online to continue the shopping frenzy. But in reality, Cyber Monday is actually nothing more than savvy marketing to promote online holiday shopping.
CNet recently published an article that looks closer at the actual numbers. Historically, so-called Cyber Monday has been no more busy than any other day and the busiest day typically falls between December 5-15. In 2005, the busiest online shopping day was December 5th, according to MasterCard’s worldwide data, a full week after Cyber Monday and Shop.org pinpointed December 12th as the date, two weeks after Cyber Monday.
So who invented this Cyber Monday? It wasn’t the mass media, they’ve just taken the concept and ran with it. Both the term and concept were invented before the 2005 shopping season by Shop.org, not to be confused with Shopping.com, an association of online retailers which include eBay, Amazon.com, Apple, AOL, CompUSA, and more than 600 others.
Business Week Online ran an article in 2005 about the phenomenon, exposing the half-truths and origins of Cyber Monday. Shop.org sent out an email in 2004 to their members, “suggesting that online retailers come up with their own marketing hook to match Black Friday.” In 2005, Shop.org published a press release hyping their new marketing invention of Cyber Monday.
I’ve worked online retail shipping for the 2003 and 2004 holiday seasons, so this information is actually comforting. My employer and I were not missing anything by not noticing these nonexistent trends. The online shopping season hits hard and fast. Your shopping season is shorter than brick & mortar retail due to the overhead of shipping time and you do several times the sales of any one store.
Now, while Cyber Monday is a good name for yet another promotion, it’s likely to become a self-fulfilling prophesy, which is Shop.org’s goal of course. Many online retailers have “Cyber Monday” sales plastered on their home pages today and Shop.org’s own CyberMonday.com is ready to help you find each and every one of them.